The ABC seems to juggle three possible versions of itself as it has evolved its brand since 1929. It is a respectable organisation, purveying high culture and shows that improved the audience; it is a smart purveyor of popular culture; it is a vital social service and community glue beyond the major cities. These visions compete with each other day by day even now – they turn up in the argument about the role of Screen Australia in documentary.
Here is a quick, wonderful trot through the history of ABC idents. Most of them were created before the very idea of branding took hold.
