The SBS Brand

 

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The rebrand - staying on message

14 May 2008 | 14:33 - By Jacquie Riddell

Changing the much-loved and recognised SBS identity was a task that we approached with great care, writes Jacquie Riddell, SBS's director of marketing.

When an organisation changes identity, it is a pretty big deal. So, changing the much loved and recognised SBS identity was a task that we approached with great care.

The SBS brand has a strong heritage. We know from research that Australians love and value SBS and the role that we play reflecting the real, multicultural Australia.

But the visual identity for the organisation was last addressed in 1991 – 17 years ago!

And along the way, the blueprint for how SBS should present itself got lost or watered down, so by 2007 there were numerous SBS logos floating around. All the sounds and visuals for TV, radio and online had lost their connection to the original idea.

When developing a media brand, consistency of message is vital. This quote has influenced me in creating the new brand expression “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures…” – Michael Eisner, CEO Disney.

What audiences told us through research was that they really value SBS, but their understanding of multiculturalism, and their way of living, had evolved and we weren't keeping pace with this.

The evolved logo and new tag line for SBS were born from this – recognising the heritage and everything great about SBS, but contemporising the way we express what we are all about.

The feedback has been overwhelmingly positive, certainly as far as the blogosphere is concerned. See also here for more reaction - although change is always met with mixed reaction.

People seem to really like the fresh and colourful feeling of SBS television, and acknowledge the respect we've shown to the logo and great heritage of the brand. The staff of SBS are energised by the change and have embraced it really positively, which is great as they deliver the 'thousand small gestures' in their everyday work.

Here's a reel we created to launch the new identity to staff.

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Comments (2)

16 Jun 2008 21:35 AEST

Nicki Mortimer

From: Lilyfield

Yes, but.

Love the new visual ID/logo, but still miss Mary K! And can't do 60 mins of padded out news...

Agree (6 people agree)    Disagree (0 people disagree) Report this
 

22 May 2008 23:16 AEST

Allan

From: Gosford

Re new branding of SBS

I love the new branding, I do not know why you changed however I live your movie choice especially Chinese, Scandanavian and Japanese movie. I would like a Insight style show on active transport and cycling marketed to migrants and non english speaking people. SBS is closely located to a lot of Chinese and other students around Harris St therefore the promotion of cycling to migrants and studnets would be an easy way for SBS to do the right thing to combat climate change.

Agree (1 people agree)    Disagree (0 people disagree) Report this
 

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About this Blog

 

Jacquie Riddell

has over 20 years experience in senior roles in media. She has managed television and radio stations, created new programs and digital initiatives, and developed famous marketing initiatives. When not changing the media landscape with new ideas, she can be found frolicking at the beach or struggling with padmasana on a tatty old yoga mat.

 
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