SBS AUSTRALIA
SBS CHANNEL BRANDING

Brand, Broadcast

SBS CHANNEL BRANDING

Ink were commissioned to develop channel branding for SBS Australia to address viewer perceptions that SBS was ‘elitist, spikey, niche, dark and confronting’. In reality, SBS is inspiring television that reflects modern Australia and the brand needed to breathe life into the emotive SBS Vision; Uniting and enriching our society by creatively communicating the values, the voices and the visions of multicultural Australia and the contemporary world.

After extensive viewer research, Ink ascertained that the key brand principle to be expressed by SBS, and the on air livery, is:
Expressing diversity through contrast.

The channel package, inspired by web information systems, is all about clarity, consistency and flow. The idents explore the channel’s multicultural heritage and love of the arts.

SBS - ON-AIR GRAPHICS