SBK rebrand (World Superbike Championships)

ClientCristian Cook
Prize3rd Place in Print / Corporate Identity
Entry Description

It's quite rare that a creative agency has the opportunity to conceive and implement an entire brand and its market positioning, not to mention build every conceivable deliverable, so this is a unique and prestigious project. The FIM World Superbike Championship, otherwise known simply as the SBK, is the top event in the motorcycle racing calendar, and its marketing company Infront Sports+Media entrusted Designwerk with a complete overhaul of the brand, with the aim of attracting new fans and media attention worldwide. To coincide with the SBK’s 25th Anniversary, sports marketing agency Infront Sports and Media commissioned Designwerk to develop a new strategy and core values for the competition, and was launched as a symbol for the on-going development and innovation of this top motorsport series. The entire SBK brand was overhauled and rebuilt from the ground up, including a new logo and identity, racing circuit toolkits, coffee table marketing books, the winners podium, hospitality areas, sponsor integration programmes, and the overall venue dressing including paddock shows (where the riders meet the press and public). This created an integrated and recognisable new image across all media for the SBK. It also extended to an on-air broadcast design toolkit, with opening titles, stings and live event graphics systems, plus web and mobile applications. Incorporated into the new logo and brand identity was a key visual element recognisable to motorcycle racing fans everywhere – a Chevron, which is a familiar icon from the road signage worldwide, and this was used in versatile and flexible ways on a wide range of event materials and brand architecture. According to the client, Designwerk has created a fresh, inventive and energetic new image for the SBK, which has been reinforced by the positive feedback of current and new motorcycle racing fans around the world.