SBS news first in line for brand refresh
February 19, 2014
The iconic SBS Mercator map will feature across the SBS stable of news and current affairs programs as part of a significant brand redevelopment.
The esteemed SBS World News, Australia’s leading forum for debate and powerful first person stories, Insight, the nation’s longest serving international current affairs program, Dateline, and SBS 2’s flagship news and current affairs program, The Feed, air with new logos and changes to their openers and graphics packages in 2014.
The new titles retain the best parts of their branding heritage and reinforce an alignment with the core values of SBS. The SBS Mercator map logo, which is representative of an opening up of the globe, was identified by Desktop Magazine and Marketing Magazine as among the top 10 most recognised brands in Australia in 2012.
SBS Director of Marketing, Helen Kellie said: “This rebrand has been part of a journey to get to the core of what SBS represents; its beliefs and values and then creating a consistent hallmark which we could integrate across the business.
“We have sought to ensure and respect that each program has its own identity and place in the mind of viewers, while also being representative of the wider SBS family.”
Under the redevelopment, SBS’s nightly news bulletin and the only daily news service on free-to-air television that brings truly global and national news has shortened its name to SBS World News, replacing World News Australia in recognition of both brand ownership and of SBS as a champion of multiculturalism and diversity.
Audiences will also notice changes to Insight, which returned for its first episode of 2014 last night with new opening titles and a revamped logo. Dateline has also undergone a similar logo refresh, while Australia’s longest running Indigenous current affairs program, Living Black and WorldWatch which delivers in-language news bulletins from over 28 broadcasters across the world, will be revealed over the coming months with changes to other core parts of the SBS offering underway including The World Game and SBS Radio.
The new logos and brand assets were created by a team of SBS in-house designers under the direction of Ms Kellie and SBS Creative Director, Nol Davis.
ENDS.