SBS launches new brand expression
7 May 2008
A new look SBS brand expression was unveiled across all SBS platforms today.
A contemporary new expression for the national broadcaster, the rebrand includes a new logo, a new tagline and a new look, sound and feel for SBS’s presence across television, radio, online as well as its corporate identity. Elements of the new brand expression will continue to be revealed to audiences for the rest of the week.
SBS Managing Director Shaun Brown said:
“The new brand reflects the contribution SBS makes to Australia’s cultural and creative identity and what the Australian public values about SBS.
“Our audience told us that our unique Charter continues to be what makes SBS special and that we play a leading role in reflecting the true diversity of Australia. But they also told us that we needed a more contemporary expression that reflected their perception of modern, multicultural Australia.”
The rebrand exercise, headed by SBS Director of Marketing Jacquie Riddell, took more than a year for the SBS creative team to develop and execute.
“This was no fly-by-night decision and any changes to the brand were carefully considered following extensive audience research. With such an iconic brand as SBS, you have to be careful not to damage what the audience values about the brand.
“The new brand expression encapsulates a simple idea – six billion stories and counting and applies it to all that SBS does. Our new logo is an evolution of the original Mercator map which represents the globe, something else that has a real synergy with SBS and what we do.
“SBS’s creative team have worked hard to give life to the new brand across platforms – there are new sounds, new sights and a new feel to television, radio and online.”
The new logo includes a new typeface as well as a new colour palette including light blue, lime green, red, orange, purple and yellow to add diversity to its use across SBS. The tagline – Six Billion Stories and counting will be used in some executions of the new brand and features on new television promos that were launched last night.