Learning Corporation of America

From the Audiovisual Identity Database, the motion graphics museum


The Learning Corporation of America (also known as the "Learning Company of America") was an independent film and television program distributor originally formed in 1967 by writer/director/cameraman/film executive William Deneen, as an educational and short-film division of Columbia Pictures Corporation, and was headed by Bert Salzman. LCA was most active in the educational/instructional field. In 1974, Columbia sold LCA to W.F. Hall Printing Company of Chicago, which itself was later sold to the petroleum business Mobil Oil Corporation in 1979. Deneen also founded Highgate Pictures. In 1987, Deneen re-acquired LCA/Highgate when Mobil Oil Corporation wanted to get out of the entertainment business. He later sold them to New World Pictures, thus becoming part of the newly-formed TV division "New World Entertainment". New World shut LCA down in 1990.

1st Logo (1969-1989)

Visuals: On a blue, teal, or black background, there is a white "L", looping around at first, drawing itself. Zooming in under the L is the text "LEARNING CORPORATION OF AMERICA". After that, the logo shifts closer, taking up the whole screen.


  • In an early variant, the text zooms in more slowly, and instead of the sudden shift closing, the background fades to black before the logo fades out completely.
  • There is a later variant with the New World byline below and the logo does not shift closer. This was seen on Mom's on Strike.
  • On the Enterprise episode All in the Game, it's in-credit on a blue/black background with the logo at the near center.
  • On a 1988 re-release of Hear Me Cry, it starts on a blue background. A cheaply computer recreated LCA logo from the era, wipes from the left. Later on, "LEARNING CORPORATION OF AMERICA" and copyright info wipes in below.

Technique: 2D animation.

Audio: Generally none, but most early shorts have a dramatic orchestral fanfare, the second part of which sounds very similar to the Bing Crosby Productions jingle. Starting in 1988, a violin and synth theme was used.

Audio Variant: The in-credit version has an announcer.

Availability: Can be seen on the company's films from the era, such as Bert Salzman's Angel and Big Joe, as well as some non-network prints of various ABC Afterschool Specials from the late '70s-early '80s.

2nd Logo (1987-1990)

Visuals: On a black background, there are the letters "LCA" in a shining gold/orange color. A gold star is seen below the "A". Then the byline "A NEW WORLD COMPANY" wipes in below.

Technique: None, except for the byline wiping in. [possible misuse]

Audio: None or sometimes a synth tune with a voice-over (John Leader) saying "Learning Corporation of America Presents".

Availability: Seen on LCA releases on tape, such as What's Happening to Me? and The Electric Grandmother.

3rd Logo (1990)

Visuals: Against either a black or black/blue gradient background, there are the letters "LCA". The byline "A NEW WORLD COMPANY" is seen below the letters.

Technique: None. [possible misuse]

Audio: None.

Availability: The black background variant can be found on Where Did I Come From, and the black/blue gradient background variant can be found on Streetwise.

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