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SBK rebrand (World Superbike Championships)

Lead Designers
ClientCristian Cook
Prize(s)Bronze 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