Sony Pixel Power calrec Sony

SBS brings audiences a world of difference

09/02/2019

SBS brings audiences a world of difference

8 February 2019

News Release

SBS has unveiled its new brand position, a world of difference, encouraging all Australians to embrace and celebrate difference, and reinforcing SBS's commitment to contributing to an inclusive society.

Jane Palfreyman, Director of Marketing, SBS said: As we've grown up as a nation, so too has SBS, speaking to and representing all Australians. Along the way, we've become one of the most trusted Australian brands and an ingrained part of this country's culture.

Our new brand identity reflects SBS's evolution while beautifully articulating our fierce dedication to go beyond simply showcasing diversity to celebrating our collective differences. We want to live in the skin, walk in the shoes of others, because we believe it actually makes for better entertainment.

The new creative direction takes a more inclusive approach to addressing audiences, making SBS's diverse content offering instantly recognisable across television, radio and online. A fresh look and feel features a visual system of subtly moving layers combined with a colour palette inspired by the natural world.

The new SBS brand identity will roll out across the network tomorrow, just in time for Eurovision- Australia Decides, which will broadcast live Saturday 9 February, 7.30pm AEST from the Gold Coast.

A marketing campaign will introduce the new SBS brand position to audiences, reflecting SBS's proud heritage and encouraging Australians to explore the world through great entertainment.

Featuring Janice Petersen from SBS World News, sports commentator Lucy Zeli? and Destination Flavour's Adam Liaw, the campaign highlights the network's distinctive offering across news, sport, drama, documentaries, food and languages. It will run across SBS's owned channels including television, online and social platforms.

The updated brand was developed and created internally by SBS.

View the campaign:

SBS a world of difference

SBS drama

Credits:

Director of Marketing: Jane Palfreyman

Head of Creative: Joel Noble

Head of Group Marketing: Uma Oldham

Head of Publicity: Joan Papadopoulos

Creative Manager/Art Director: Kurtis Richmond

Creative Managers: Matt Coe, Oliver Holme, Derek Best

Head of Presentation & Promotions Planning: Chris Page

Lead Producer: Carley Edmonds

Project Executive Producer: Dillon Hicks

Channel Producers: Kirsty Turner, Kate Fenwick, Lara Parker

Motion Design Lead: Danny Jenkins

Designers: Jesse Dalton, Daniel Evans, Tim Haywood, Brad Chandler, Jason Morice, Juris Malasenkos, Sebastian Phillips, Ben Draisma, Vanessa Meagher, Madeline Dudley, Monica Silvio,

Production Coordinators: Brianna Lawrence, Samuel Wright, Lucy Fuggle, Marika Burdiek, Jessica Higgins

Creatives: Gen Graham, Jamie Benterman, Ben Rudman, Stephen Houteaus, Adrian Chiarella

Director: Gen Graham

Shoot Producer: Jo McNulty-Clark

DOP: Sam Collins

1st AD: Darin Berlin

Publicity: Navjot Kaur, Eva Pitarides

Style Department: Ali Carey, Alex Van Os, Leah Giblin (Assist), Amy Wonka (Assist)

Hair & Makeup: Rina Mico, Leah Taylor, Tina Hessell, Karina Farrugia, Steven Chau and Bek Russell

Audio & Mastering: Bruce Dale, Jeremy Wilmont, Alyn Mykas, Andrew Garcia

Promo Producers: Joe Kenny, Tamzin Langsford, Benjamin Jones

External Agency Strategy: Joy

Tone of Voice: The Definery - Greg Logan

External Agency Design: VANDAL

Creative Director - Richard Swan

Executive Producer: Anna Greensmith

Senior VFX Producer - Sarah Dicks

Lead Designer - Darrin Hanley

Senior Designers - Robert Dinnerville, Pete Nisnic, Gary Nicholson

Music Composition by Song Zu Sydney

Music Director: Ramesh Sathiah

Composer: Michael Edwards

Music Producer: Katrina Aquilia/Meg Drummond

ENDS

About us:

As Australia's most diverse broadcaster, SBS holds a unique place in the Australian media landscape, inspiring all Australians to explore, respect and celebrate our diverse world and in doing so, contributes to a cohesive society.

Today, SBS is a modern, multiplatform media organisation with four distinctive TV channels watched by more than 13 million Australians each month; an extensive radio service providing 68 communities with programs in their own language; and an innovative online presence. Visit sbs.com.au/aboutus
LINK: https://www.sbs.com.au/aboutus/news-media-releases/view/id/2598/h/SBS-...
See more stories from sbs

Asia, Australia & Oceanic Stories

09/07/2025

Explore Love Without Limits in a bold, funny and unapologetic SBS Audio podcast about love, intimacy and disability

Explore Love Without Limits in a bold, funny and unapologetic SBS Audio podcast ...

08/07/2025

SBS strengthens commitment to inclusion with new commissioning guidelines

SBS strengthens commitment to inclusion with new commissioning guidelines 8 July, 2025 Media releases SBS has launched new Commissioning Inclusion Guidelin...

08/07/2025

Secrets, Spies and Sabotage: 40 years on, SBS podcast investigates historic bombing of Greenpeace's Rainbow Warrior

Secrets, Spies and Sabotage: 40 years on, SBS podcast investigates historic bomb...

07/07/2025

SBS Farewells Chair George Savvides AM

SBS Farewells Chair George Savvides AM 7 July, 2025 Media releases Born of Greek Cypriot parents, Mr Savvides joined the SBS Board as Deputy Chair in Febru...

30/06/2025

SBS On Demand boosts global news offering with launch of France 24 FAST Channel

SBS On Demand boosts global news offering with launch of France 24 FAST Channel 30 June, 2025 Media releases SBS is expanding its international news offeri...

27/06/2025

Game, set, action! Screen Australia and ABC announce new mini-series Goolagong

27 06 2025 - Media release Game, set, action! Screen Australia and ABC announce new mini-series Goolagong Marton Csokas and Lila McGuire of Goolagong. Image c...

26/06/2025

Buckle up for Great Australian Road Trips launching 31 July on SBS and SBS On Demand

Buckle up for Great Australian Road Trips launching 31 July on SBS and SBS On De...

20/06/2025

Hit, run, oh sh#t: NITV and SBS get RECKLESS with filming underway in Western Australia

Hit, run, oh sh#t: NITV and SBS get RECKLESS with filming underway in Western Au...

13/06/2025

Pure Drama and Fierce Rivalries set to dominate the world's most iconic sporting event

Pure Drama and Fierce Rivalries set to dominate the world's most iconic spor...

12/06/2025

50 Years Strong: SBS and NITV Supercharge NAIDOC Week 2025 in a joint 50th celebration

50 Years Strong: SBS and NITV Supercharge NAIDOC Week 2025 in a joint 50th celeb...

06/06/2025

Award-Winning TV Creators Richard Gadd, Sally Wainwright and Soo Hugh Headline Future Vision 2025

06 06 2025 - Media release Award-Winning TV Creators Richard Gadd, Sally Wainwri...

03/06/2025

Stories of love, loyalty and self-discovery among six shortlisted Digital Originals, as applications open for 2025

Stories of love, loyalty and self-discovery among six shortlisted Digital Origin...

28/05/2025

SBS celebrates 50 years of reflecting a diverse and contemporary Australia

SBS celebrates 50 years of reflecting a diverse and contemporary Australia 28 May, 2025 Media releases Marking 50 years of broadcasting on 9 June 2025, SBS...

28/05/2025

ABS and Verticloud announce a Strategic Partnership to accelerate Digital Transformation through Salesforce Communications Cloud

ABS and Verticloud announce a Strategic Partnership to accelerate Digital Transf...

22/05/2025

SBS and Screen Australia showcase the next wave of Australian storytellers with Digital Originals

SBS and Screen Australia showcase the next wave of Australian storytellers with ...

22/05/2025

Rune Pedersen unpacks How Humans Talk in new SBS Audio podcast

Rune Pedersen unpacks How Humans Talk in new SBS Audio podcast 22 May, 2025 Media releases Ever caught yourself using baby talk with your pet and wondered ...

19/05/2025

Eurovision delivers strong Total TV audiences for SBS, dazzling more than 2.21 million Australians tuning in

Eurovision delivers strong Total TV audiences for SBS, dazzling more than 2.21 m...

16/05/2025

Proper Loved Up Stage One Recipients Announced

Proper Loved Up Stage One Recipients Announced 16 May, 2025 Media releases Screen Australia's First Nations Department, the Australian Broadcasting Cor...

15/05/2025

Australia's boldest network SBS launches new brand campaign: We Go There'

Australia's boldest network SBS launches new brand campaign: We Go There...

15/05/2025

We Go There SBS On Demand's new Hub is entirely bold and unmistakably SBS

We Go There SBS On Demand's new Hub is entirely bold and unmistakably SBS 15 May, 2025 Media releases The We Go There Hub brings together over 300 ti...

14/05/2025

ABS and SpaceBridge to Join Forces to Strengthen Managed Services Across Europe, Middle East & Africa

ABS and SpaceBridge to Join Forces to Strengthen Managed Services Across Europe,...

13/05/2025

Alone Australia Season 3: The Reunion

Alone Australia Season 3: The Reunion 13 May, 2025 Media releases As the latest season nears its end, SBS's hit series brings full cast together for re...

13/05/2025

Teletimes interviews ABS CEO, Mark Rigolle

Teletimes interviews ABS CEO, Mark Rigolle...

12/05/2025

And They're Off! The Pure Drama of the Cycling Grand Tours Continues on SBS, Australia's Home of Cycling

And They're Off! The Pure Drama of the Cycling Grand Tours Continues on SBS,...

12/05/2025

Australian Filmmaker Lucy Mckendrick Set For Directing Debut with Dark Comedy Fangs

10 05 2025 - Media release Australian Filmmaker Lucy Mckendrick Set For Directin...

07/05/2025

SBS and NITV mark National Reconciliation Week with compelling premieres recognising the strength and resilience of First Nations peoples

SBS and NITV mark National Reconciliation Week with compelling premieres recogni...

07/05/2025

SBS commences search for a new Western Sydney production hub location

SBS commences search for a new Western Sydney production hub location 7 May, 2025 Media releases SBS has today launched a Request for Expressions of Intere...

02/05/2025

SBS On Demand achieves stellar month on the back of Alone Australia and The Handmaid's Tale

SBS On Demand achieves stellar month on the back of Alone Australia and The Hand...

01/05/2025

Screen Australia empowers 100+ distinctive Australian narratives

01 05 2025 - Media release Screen Australia empowers 100 distinctive Australian narratives All The Boys Are Here writer/director Goran Stolevski and It s All...

30/04/2025

Slam poet Huda the Goddess wins 2025 Les Murray Award

Slam poet Huda the Goddess wins 2025 Les Murray Award 30 April, 2025 Media releases Australia for UNHCR and SBS are proud to announce that Huda Fadlelmawla...

30/04/2025

SBS, NITV and NIDA partner to empower the next generation of screen creatives

SBS, NITV and NIDA partner to empower the next generation of screen creatives 30 April, 2025 Media releases SBS, National Indigenous Television (NITV) and ...

23/04/2025

We heard that you could use a little pick-me-up, so get ready to sh-sh-shake it goodit's almost time for the Eurovision Song Contest!

We heard that you could use a little pick-me-up, so get ready to sh-sh-shake it ...

22/04/2025

McAvaney takes the lead for SBS' Coverage of the World Athletics Championships in Tokyo in September

McAvaney takes the lead for SBS' Coverage of the World Athletics Championshi...

16/04/2025

Finalists announced! Five stand-out brands shortlisted for SBS Media's Sustainability Challenge

Finalists announced! Five stand-out brands shortlisted for SBS Media's Susta...

15/04/2025

Claudia Karvan, Tom Gleeson, and Mark Coles Smith join in the adventure of a lifetime Who Do You Think You Are?

Claudia Karvan, Tom Gleeson, and Mark Coles Smith join in the adventure of a lif...

15/04/2025

SBS and Volleyball World sign landmark deal for Beach Volleyball World Championships in Adelaide

SBS and Volleyball World sign landmark deal for Beach Volleyball World Champions...

14/04/2025

SBS becomes first Australian broadcaster to have near-and long-term carbon reduction targets validated by the SBTi

SBS becomes first Australian broadcaster to have near-and long-term carbon reduc...

11/04/2025

Isn't that Insightful? Kumi Taguchi dives deeper into Insight's taboo topics in podcast return

Isn't that Insightful? Kumi Taguchi dives deeper into Insight's taboo to...

09/04/2025

SBS On Demand partners with Euronews to extend network news offering

SBS On Demand partners with Euronews to extend network news offering 9 April, 2025 Media releases SBS is expanding its international news offering with the...

09/04/2025

SBS announces TV's hottest new couple, Tony Armstrong and Courtney Act, as Eurovision Song Contest commentary team

SBS announces TV's hottest new couple, Tony Armstrong and Courtney Act, as E...

09/04/2025

Screen Australia and ACTF Kids IP Incubator Initiative enters next phase

09 04 2025 - Media release Screen Australia and ACTF Kids IP Incubator Initiative enters next phase Kids IP Incubator recipients in Melbourne for the workshop...

07/04/2025

Olympic Gold medallist and World Time Trial Champion Grace Brown joins SBS commentary team for Spring Classics Races

Olympic Gold medallist and World Time Trial Champion Grace Brown joins SBS comme...

07/04/2025

Female focus: New season of Living Black highlights women in Federal Election year

Female focus: New season of Living Black highlights women in Federal Election ye...

07/04/2025

SBS News' Cost of Living Secrets podcast returns to tackle one of the key issues of the Federal Election campaign

SBS News' Cost of Living Secrets podcast returns to tackle one of the key is...

04/04/2025

SBS announces initiatives to provide all Australians with trusted news and information about the 2025 Federal Election

SBS announces initiatives to provide all Australians with trusted news and infor...

01/04/2025

Bus Stop Films' first feature Boss Cat to begin production in June

01 04 2025 - Media release Bus Stop Films' first feature Boss Cat to begin production in June Boss Cat cast (L-R): Olivia Hargroder, Penny Downie and Juli...

31/03/2025

Ready, set, Party Time!' SBS News empowers young voters with a new political podcast

Ready, set, Party Time!' SBS News empowers young voters with a new politica...

28/03/2025

Marion Grasby's Flavours of Heart & Home is a celebration of culture and family

Marion Grasby's Flavours of Heart & Home is a celebration of culture and fam...

28/03/2025

SBS delivers Federal Election news to Australians in over 60 languages

SBS delivers Federal Election news to Australians in over 60 languages 28 March, 2025 Media releases As Australia heads to the polls on 3 May, Australia...