6 Responses to “The ABBA logo”

  1. jvd897 Says:

    Another glaring use of an incorrect ABBA logo: the Mamma Mia! logo, where it says “Based on the Songs of ABBA”. Imagine how many people know ABBA mainly through ABBA Gold and Mamma Mia! — the only ABBA logo these people have seen is an ugly rip-off.

  2. Maria Nicholas Says:

    Thanks for this great tribute, Ian! To add a bit of additional info, ABBA did a photo shoot with BRAVO photographer Wolfgang “Bubi” Heilemann in February 1976. One of the sessions had the band standing behind life-size “A”, “B”, “B” and “A” letters; according to Bubi’s recount of the event to the ABBA Intermezzo Fan Club, when Benny inadvertently turned his “B” 180 degrees for a portion of the photos, the spark of the idea was borne. ABBA actually asked the photographer for the seemingly unusable Polaroid shot and took it back to Sweden.

    Rune recounted in the 1994 “Thank You ABBA” documentary, “I think I started working with the logo, I knew the photographer, we discussed it and I said they need a logo because they are getting so big all over the world. And I made that, and also in the same time, the first [cover] I made, ABBA – Arrival.”

    For anyone interested, issues No. 56 and No. 60 of the ABBA Intermezzo International Fan Club magazine feature in-depth articles on the history of the ABBA logo (and typography in general on ABBA single and album covers), following the story from its 1976 origin through the “fake” versions during the early 90s revival and the present day. The author of this blog contributed to these articles with invaluable corrections, insights and additional info (thanks again, Ian!).

    Back issues are available here:


  3. Walter Says:

    Was the reversed B part of the (original) design by Rune?
    This year Bubi Heilemann was present on ABBA Day and if I remember correctly he said the reverse B happened during one of his photo shoots with the band.

  4. Ian Cole Says:

    It’s true that in that February 1976 photo session with Bubi Heilemann Benny holds the large B upside down, but which came first: that photo session or Rune Söderqvist’s logo design?

    In that 1994 interview in the Thank You ABBA documentary Söderqvist would be talking about Ola Lager. In a video interview at the ABBAWORLD exhibition Rune mentions Lager by name when recounting the story of his idea that ABBA needed a “logotype” (his word).

    I highly recommentd Maria’s article in Intermezzo magazine for anyone who is interested in the long and varied history of the ABBA logo.

  5. bernhard Says:

    I heard a different Story About the logo layout. Abba were for a Shooting in a Studio. The set were Held of teenage Magazine BRAVO from Germany. For the backround they stood big letters, accidentally one b was reversed. First not realized. But on watching the photographs after they noticed it and liked it. And they kept this design for their logo.. Well, Maybe i am wrong. Who knows. It’s also nice Story anyway

  6. Michael Darnell Says:

    Hi Ian,

    What is the font on the polar logo? The globe version.

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