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FIM Superbike World Championship gets new brand identity

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By The Drum Team, Editorial

February 9, 2012 | 2 min read

Designwerk has created a new brand identity for the 2012 season of the FIM Superbike World Championship.

As it celebrates its 25th anniversary, the racing series has chosen to completely overhaul its brand - introducing a new logo and identity, racing circuit toolkits, marketing books, the winners' podium and other sponsorship dressings.

It also now has a new on-air broadcast design toolkit, with fresh titles, stings and live event graphics systems.

Designwerk's creative director, Cristian Cook, said: "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, and apply them consistently, so this is a unique and prestigious project

"Even the strategy and core values of the competition have been thought through and realised. It's a testament to true collaboration and years of work with the client that this project is now being successfully rolled out."

The international sports marketing company Infront Sports & Media, promoter of the SBK series, commissioned the rebrand following an agency pitch.

Extensive brand guidelines have also been created to cover all visual elements across several different media.

The new look will be seen at the first Superbike race of the year, which takes place in Australia at the Phillips Island circuit on 28 February.

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