Disneys young adult division, Freeform, takes a variable turn in Collins overhaul [Video]

Collins has recently launched its full rebrand of Freeform after audiences got their first look at the work in September 2022. The cable channel – Disney’s division for young adults and teens – has moved through a couple of design eras since rebranding from ABC Family to Freeform in 2016. This latest edition moves away from a circular logo, enclosing FF initials, to a variable typographic approach under Collins – a typeface which is “always in a state of becoming, like [Freeform’s] audience”, the design company’s case study explains.

Collins worked with leaders at Freeform to redefine its brand purpose. One of the major shifts was in perceptions around its young audience. “They’re not coming-of-age, but in a constant state of becoming – and want shows that help them expand their world, not escape from it,” Collins explains.

The design gives weight to this idea with a modernist typeface that appears …