sbs | the story behind the new logo
Serviciul public "special" de televiziune al Australiei are, începând de ieri, o nouã imagine. SBS, "Special Broadcasting Service", a fost creat în 1975 (serviciul de televiziune SBS fiind lansat în 1979) de cãtre guvernul australian cu scopul "de a oferi servicii de radio si televiziune multilingvistice si multiculturale, de a educa si binedispune toti australienii reflectând, astfel, societatea multiculturalã a Australiei".
"The SBS brand isn't what we say it is. It's what our audience say it is.
And what they've been telling us is the way we've been presenting ourselves isn't the way they see us anymore. When they saw the old SBS logo and on air identity, they were reminded of the old SBS – you know the one – the sex and soccer channel.
What SBS has become in recent years is more and more relevant to more and more Australians. Diversity has become a part of every Australian's life.
Multiculturalism now isn't what it was then. It's not about narrow ethnic minorities. It's not about being politically correct. It's about the diversity that holds Australia together.
We've been working hard at becoming a modern broadcaster with a growing range of exciting, quality programming across television, radio and online that better reflects the changing face of Australia.
We're not changing the SBS logo just for the sake of changing. We're bringing it to life to better represent how we're evolving into the world's leading multicultural broadcaster.
Not everyone is aware the current logo is based on the Mercator map. Most people never saw it as a way to look at the world. They thought it was a set of surfboards on an angle. Or a bunch of flower petals or leaves. Or rice. But it is, in fact, a map of the world where we live. On air, you'll see a new world of diversity beyond geography and stereotypes. A world of many colours. Many points of view.
The J. Paul Goode projection of Mercator world map
SBS | The old logo
Our new typeface is more modern, more contemporary. It's also easier to read. 
Our new position reinforces our strength of telling and sharing a multitude of stories from every corner of the earth. In a multitude of languages. We're open to new stories, new ideas, and new ways of thinking. We know stories are what connect us.
Our humanity is even being expressed in our new approach to audio. Rather than the crash-bang-boom of a typical broadcaster, our new soundscape is an extension of the human body.
It's our story told in sound and it supports and builds on how we tell our story. And bringing our story together on television, radio and online makes for a richer, more engrossing experience.
It makes for a more rewarding story."
(Jacquie Riddell, director de marketing al SBS, despre noul brand si logo SBS)
