WorldSBK Unveils a New “SBK” Logo & Brand Identity


The WorldSBK Championship may have just wrapped up in Indonesia, but the series is already looking towards the future. On that vein, WorldSBK has a new “SBK” logo

As such, Dorna has debuted a brand refresh for the WorldSBK Championship, including a new, more modern-looking “SBK” logo and font, which was done by British firm Designwerk.

The logo is a take on the classic chevron look that WorldSBK debuted back in 1989, though the tagline “We Make Excitement” is a new take, and perhaps only relevant to the most recent season, after Jonathan Rea’s past dominance.

Targeting a younger demographic of racing fan, the presumption for the brand refresh is to appeal to a new generation of racing enthusiasts, and to make WorldSBK more appealing in a 21st century media environment.

Interestingly enough, WorldSBK is boasting that it’s the third-most popular motorsport series, right behind F1 and MotoGP.

“The refresh of our brand identity has meant a step further towards times to come, along with our fans, whilst preserving our traditional brand image made of passion, energy and spontaneity,” Francesco Valentino, Head of WorldSBK Commercial & Marketing.

“A brand refresh is a major undertaking and we’re pleased to have reached our goals: the need for a consistent and coherent visual language for all the channels our brand is present on was obvious.”

“The evolution of our logo and overall Brand Identity remains true to our core values while assimilating the ways our fans interact with SBK, watching it on TV, playing it as a videogame or enjoying it on social media. More than ever, we make excitement.”

Source: WorldSBK



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