On June 16, 2007, ABC began to phase in a new imaging campaign for the upcoming 2007–08 season, "Start Here". Also developed by Troika, the on-air design was intended to emphasize the availability of ABC content across multiple platforms (in particular, using a system of icons representing different devices, such as television, computers and mobile devices), and "simplify and bring a lot more consistency and continuity to the visual representation of ABC". The ABC logo was also significantly redesigned as part of the transition, with a glossy "ball" effect that was specifically designed for HD. On-air, the logo was accompanied by animated water and ribbon effects. Red ribbons were used to represent the entertainment division, while blue ribbons were used for ABC News.