SBS: Six Billion Stories and Counting

17 April 2008

The SBS brand is undergoing a modern refresh and a new look logo and brand expression will be launched on May 7, 2008 across all SBS platforms.

Following intensive audience research that confirmed the value of SBS’s unique contribution to Australia’s cultural and creative diversity, a comprehensive brand strategy was created to give SBS and its content a contemporary identity. Using the tag-line Six Billion Stories and counting, the new SBS brand will bring together all areas of SBS under one overarching brand expression with a new logo.

“We have retained all that was good about the SBS logo and simply evolved it but moreover we have put it into context and developed an overall look and feel for SBS and everything we do as a media organisation,” SBS Director of Marketing, Jacquie Riddell said.

“The audience told us through our research that while they continued to value the services SBS delivers, we needed a contemporary expression to keep pace with their understanding of modern multicultural Australia.”

The new brand expression will be implemented across all platforms and include a new visual identity for television and online as well as new soundscapes for SBS radio.

SBS Managing Director Shaun Brown said:

“The importance of SBS to Australia’s cultural and media landscape cannot be overstated. We have an iconic association with unique and diverse content and a Charter that requires us to deliver content that reflects the true diversity of Australia.

“Through the use of the six billion stories and counting tagline, SBS is demonstrating the breadth and depth of our content and our interest in telling the world’s stories, as well as Australian ones.

“The current SBS logo was created in 1991 and, just as multicultural Australia has evolved since then, so has SBS. The new brand and updated logo reflect our desire to continue to be relevant to Australian audiences.”