A revised version of the ABC logo was introduced for promotions for the 2013–14 season during the network's upfront presentation on May 14, 2013, and officially introduced on-air on June 17 (although some affiliates implemented the new design prior to then), as part of an overhaul of ABC's identity by design agency LoyalKaspar. The updated logo carries a simpler gloss design than the previous version, and contains lettering more closely resembling Paul Rand's original version of the circle logo. The logo is displayed on-air, online and in print advertising in four variants shading the respective color used with the circle design's native black coloring: a gold version is primarily used on entertainment-oriented outlets (such as ABC.com, WATCH ABC, and by ABC Studios) and the on-screen bug; steel blue and dark grey versions are used primarily by ABC News; a red version is used for ESPN on ABC, while all four variants are used selectively in advertising and by affiliates. A new custom typeface, "ABC Modern" (which was inspired by the logotype), was also created for use in advertising and other promotional materials.
Who did Paul Rand create a logo for?