The new brand expression for SBS is rolling out across the organisation.

The television is almost completed, all our radio shows will have new music and sounds from this week, the website is taking shape and if you pass by our buildings in Federation Square (Melbourne) or Artarmon (Sydney) you will see new signs going up. We even got our business cards today!

The SBS Marketing team has been working on this mammoth task for over 12 months and we've been helped along by our agency partners at Razor. Razor are one of the new breed of advertising agencies – they think differently about how to communicate – more creatively, more intuitively - and they are also as passionate about SBS's unique role in Australia as we are.

Together, we thought out the strategy behind each element of the new brand expression. Here's a sample of some of our thinking:

Stories: Every piece of our stationery, advertising communications and even our building signs contains a story to underline that there are six billion stories and counting…

Colours: What could be a better way to express the diversity of SBS than through the use of colour. It feels fresh and energetic and no other television network is expressing themselves with colour.

The font: We chose Helvetica because we wanted a classic, easy to read font that translates well across all mediums. 50 years old, it is such a design classic that there is now a film about it (showing on sbs television soon)!