Roger Refreshes ABC’s “The View” for Season 18


Creative Studio Updates Graphics to Match Updated Lineup for Daytime Favorite

Last Updated: September 25, 2014 8:18 pm GMT
(Los Angeles, California--September 25, 2014) When ABC daytime staple “The View” underwent major transformations for the first time in 17 years, with its cast, studio and set all being updated for the season 18 premiere, they wanted a refreshed look to usher in the new era. So, they brought on mixed-media production studio Roger to create a new logo, promo package and in-show graphics that captured the updated show’s more open and inviting tone.

“I’ve worked with Roger since they opened their doors, so I knew they would be great partners on this project,” says Lucas Aragon, ABC Design Director. “They were able to elevate ‘The View’ and we’re all proud of how it looks now in its new season.”

“We were very honored to be asked to participate in branding for such an iconic show,” says Josh Libitsky, Roger Executive Producer. “Our entire team approached the project with a high level of importance, understanding the scope of the viewership.”

To view:
“Explosion” Tease:
“Etch-A-Sketch” Tease:
“Zebra” Tease:
“Change Is Good” Tease:

As part of the refresh, ABC wanted a look that would be neutral enough to house all the show's varied personalities, but also colorful enough to accompany them. Using this as a jumping-off point, Roger presented a clean, bright design with strategic splashes of color, capturing the bright, energetic look of the new set, format and talent. Through their collaboration with Aragon and the on-air creative team, this became the look of the promo package, which included title cards, tune in, open and close graphics and end pages; as well as a comprehensive in-show package including show open, segment teases, host IDs and lower thirds.

“The View’s” logo also got an update with Roger debuting a new circular teal logo with the previously centered V now breaking the background border for an icon that’s fresh, casual and approachable, more on-brand for the new look.

“We were excited to be asked to update the show’s logo,” says Terry Lee, Roger Executive Creative Director. “We tried versions that modernized the existing logo mark, but in the end we all agreed upon a solution that reflected the rebirth of the show.”

ABC also wanted to cheekily nod at the casting rumors that had surrounded the new format, so Roger helped address them head-on with four 15-second teases, featuring bright, fun graphics and wordplay, such as an Etch-A-Sketch proclaiming, “‘The View’ is shaking things up,” and a color-shifting zebra with the tagline, “I guess a zebra can change its stripes.”

“We were introducing the viewers to a new cast and a new ‘View,’ so we needed a package that was friendly and inviting,” concludes Lee. “With all the rumors surrounding the cast, it was important to be clear that ‘The View’ may be getting refreshed, but will still be entertaining viewers for years to come.”

Project: “The View” Refresh

Client: ABC
Design Director: Lucas Aragon
Art Director: Monica Helberg
VP Daytime & Late Night Marketing: Valerie McMichael
Creative Director Daytime: Scott Tucker

Production Company: Roger
Executive Creative Director: Terry Lee
Executive Producer: Josh Libitsky
Director of Business Development: Drew Neujahr

Promo Package
Art Directors: Stephanie Krueger & Dane Macbeth
Producer: Michael Steinmann
Designers: Camille Chu, Luca Giannettoni, Grace Kim & MK Cornett
Animators: Dane Macbeth, Yu Kito Lee & Ben Rohel

Tease Spots
Art Director: Dane Macbeth
Producer: Michael Steinmann
Designers: Stephanie Krueger, Camille Chu, Yu Kito Lee, Ayla Kim & Luca Giannettoni
Animators: Braden Wheeler, Vini Naldi & Gene Sung
Compositor: Vini Naldi

Show Package
Art Director: Dane Macbeth
Producer: Tita Poe
Designers: MK Cornett & Grace Kim
Animators: Ben Rohel & Yu Kito Lee

About Roger:
Roger is a mixed-media production studio specializing in motion design & animation. Our visual storytelling is sincere, and our concepts are informed by the fundamental goal of creating clear communication that propels our clients’ brand-messaging in memorable ways. Our sensibilities are fun & quirky at heart, but our solutions are bold & intelligent. Collectively, our capabilities and experience run deep on the creative, production and technical sides of the business. Every last detail of our work reflects our passion and enthusiasm for what we do.

We’re Roger. Loud and clear (from Los Angeles).


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