The World Game

Lead Motion Design
Art Direction
Art Direction

PromaxBDA ANZ 2017:
Gold – Best Branding
Silver – Best Logo Design

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. 
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 new identity, inspired by the football’s keystone shape – a pentagon, 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.
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
SBS The World Game – brand identity, logo
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.


Frost* Design part of Frost*collective
Creative Direction
Ant Donovan
Design / Lead Motion Design / Art Direction
Andy Lawrence-Levy
Senior Account Manager
Rachel Corponi
Opening titles animation
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