The Home of Football
The challenge

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. 

The solution

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 also doubles to represent a ‘home’, a message that is neatly reinforced through the stacked brand lettering. 
Awards

PromaxBDA ANZ 2017: 
Gold – Best Branding
Silver – Best Logo Design
SBS The World Game – brand identity, logo

SBS The World Game logo. Using the SBS Mercator symbol was a requirement to attach to the wordmark.

SBS The World Game – brand identity, logo

The development of SBS The World Game logos

SBS The World Game – brand identity, logo

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 titles.

SBS The World Game – brand identity, logo
SBS The World Game – brand identity, logo

Credits

Client
SBS

Agency
Frost* Design part of Frost*collective
Creative Direction
Ant Donovan
Senior Account Manager
Rachel Corponi
Lead Designer/Art Direction
Andy Lawrence
Opening titles animation
Vandal
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