Freeform Introduces New Logo, The Network’s Third Since Switching from ABC Family in 2016
Michael Schneider Variety Editor at Large Freeform is “F”-ing around with its look. Literally. The Disney cabler’s new logo centers on two stylized “F”s (in “free” and “form”) that perpetually wiggle and move around in the network’s IDs. It’s part of a brand refresh instituted by Freeform president Tara Duncan, who took over the network in summer 2020, and her content marketing senior VP, Joe Ortiz, who joined the following spring. “As Tara Duncan came to Freeform, we really wanted to refine who we were and who we were serving, and then ultimately connect the dots visually,” Ortiz says of the new logo and graphics package, which was launched on-air and online the week of Sept. 12 (tied to the premiere of new series “The Come Up”). “What we wanted to do is to create something that was modern and ownable and ultimately emotive, much like our audience. So, it was just a full Freeform evolution.”