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SBS' THE WORLD GAME GOES LIVE WITH BRAND REFRESH PRIMED FOR A DIGITAL FUTURE

Announcement posted by Frost*Collective 29 Aug 2017

SYDNEY - 29 August 2017: Timed with the mounting excitement generated around the upcoming 2018 World Cup and acutely aware of its loyal and passionate football viewing fan base, SBS was looking to elevate The World Game brand to a true digital first positioning. Our strategic visual refresh of The World Game brand had to ensure its seamless transition across SBS’ multi-channel offering while reinforcing its role as Australia’s pre-eminent platform, anchored by heritage, in the world of football.

SBS AND FOOTBALL ARE ONE

Understanding that The World Game provides Australian fans with their connection to the game, which itself connects them to the world, was a powerful insight. This guided our approach. We put football fans at the heart, respecting their relationship with the game. We wanted The World Game to provide fans with even greater exhilaration, to offer more insights and a deeper understanding about the sport.

THE HOME OF FOOTBALL

The identity was developed with a strong digital design approach in mind. It is a brand that was developed to live in motion - on-air, online and On Demand. The new identity, inspired by the football’s keystone shape, represents The World Game as the ‘home’ of football and the most culturally diverse and inclusive sport on the planet. The pentagon shape is a universally recognised symbol of football that conveniently doubles as the graphic of a ‘home’, a message that is neatly reinforced through the stacked brand lettering.

TAKING THE WORLD GAME INTO THE FUTURE

The outcome is dynamic, exciting and a timely evolution of The World Game brand. Its simplicity, modernity and distinction come together with a world ethos celebrating multi-culturalism. The new brand, now with the Mercator graphic to connect it to the SBS master brand, reinforces The World Game brand with credibility and authority.

Executions included design and execution of 50 various on-air graphics, social media assets, virtual reality graphics, a promo clip, programme openers as well as Brand Guidelines and a suite of identity assets. Additionally, as a nod of respect to its past and to acknowledge his historic contribution to the game, we integrated broadcast audio from the legendary Les Murray into the brand’s animated titles.


The work consolidates the broadcaster’s leadership in world football and highlights SBS’ absolute commitment to the brand, its acknowledgement of its ability to bring communities together and the passion the game generates across the world. 


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