Andy Lawrence-Levy • Branding x Motion

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

The development of SBS The World Game logos

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.

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-Levy

Opening titles animation
Vandal