SRF Sport is the beating heart of Swiss sport. We helped millions of fans feel closer to the action with a brand that gets up close and personal. Literally.

SRF Sport

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#### In brief

Schweizer Radio und Fernsehen (SRF) is one of Switzerland’s largest public service broadcasters. SRF Sport is a key brand within its portfolio, responsible for delivering multimedia sports reporting and coverage. It connects millions of Swiss sporting fans with national and international sporting events, providing live broadcasts, news and reportages through TV, radio and digital. It is the heart of Swiss sport, a home for the athletes and teams celebrated by fans across the country.

To continue to inspire its audiences, SRF asked Design Bridge and Partners to evolve its brand and identity to reflect SRF Sport’s role in bringing the best of the sporting action to Swiss viewers in a digital world, and to extend the brand across all formats and channels.

In response, we created a new brand that captures the passion of sports fans across the country, a brand that brings SRF core viewers as well as new, younger audiences closer to the sporting action.

#### What we did

Inspired by the idea of ‘feeling closer’, we created a brand that captures the passion of Swiss sporting fans, bringing them closer to the action, to share and experience the emotional moments in the sporting world across all channels, programmes, and formats. 

The concept of ‘feeling closer’ is brought to life through a new, dynamic, and sensory visual identity that pays homage to the national pride of Swiss sporting fans. The colour palette uses red, white, and black, with red and white representing the colours of the Swiss flag, celebrating SRF Sport’s role as the public service broadcaster. The horizontal and vertical axis within the flag is reflected in a crosshair lens graphic element, created to interact with static and animated visuals.

Created in motion, the new brand is designed to flex and evolve, providing nuance to the multitude of programmes and the content, that extends across all formats and channels for SRF.

Working with iconic type studio, Dalton Maag, we developed a unique custom typeface, with cropped letterforms to amplify the sense of being up close, expressed in typography. Slow-motion imagery, a cropped typeface and motion principles come together to create a unique viewing experience for the sporting fans. Black and white action imagery captures moments that excite fans, whilst helping to build a unique creative approach. Dynamic motion principles for broadcast and digital viewing bring the lenses to life, taking audiences closer to the action, literally. 

The new visual identity flexes across broadcast, digital and web platforms – from powerful and emotive show opening sequences through to functional elements such as menu systems and apps. The character of SRF Sport’s content areas is reflected in the creative concept by giving each core programming area its individuality through subtle variations in narrative and the use of diverse nuances of design.

> “It was a privilege to work with SRF and to have the creative opportunity it presented. We wanted to build on the incredible role it plays in bringing the finest sporting moments to Swiss fans, connecting them closer to sports they love. Collaborating with SRF, we developed a new visual identity that puts Swiss fans at the centre of the action and lets them experience the emotion of sport even more directly. We wanted to build a brand identity that not only felt true to Swiss national sporting pride, but that also had the strength to live and grow, now and in the future.”
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> *– Stuart Radford, Executive Creative Director, London*

Schweizer Radio und Fernsehen (SRF) is one of Switzerland’s largest public service broadcasters and SRF Sport is a home for the athletes and teams celebrated by fans across Switzerland. We created a new brand that captures the passion of sports fans across the country. Working with iconic type studio Dalton Maag we also developed a typeface that would help fans feel even closer to the sporting action than they ever had before. Really, really close.

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Updating the SRF Sport brand for the Swiss public broadcaster, to bring a seamless, immersive cohesion to the sports viewing experience.

Design Bridge and Partners | SRF Sport

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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SRF Sport

SRF Sport is the beating heart of Swiss sport. We helped millions of fans feel closer to the action with a brand that gets up close and personal. Literally.