Seoul Broadcasting System (SBS) stands as one of South Korea’s leading private broadcasters and is recognised for its influential programming and distinctive branding. The evolution of its logo reflects both the broadcaster’s growth and the broader trends in media design. It encapsulates shifts in corporate identity and audience engagement. The article delves into the evolution of the SBS (Korea) logo over the years and discusses other details of the company.
The Genesis of the SBS (Korea) Logo (1991 – 2000)
When SBS was established on November 14, 1990, it adopted a logo that featured the brand name in Korean script. Although the logo was used prominently during its formative years, the Korean logotype in monochrome emphasised the broadcaster’s local roots and cultural identity. It resonated with its initial audience in Seoul and the surrounding areas.
(1991 – 1994)
Designed by Yang Sung-Chun, another visual identity of the broadcaster was designed without the Korean script. Launched on March 20, 1991, it featured the abbreviation “sbs” in a slanted custom sans-serif typography along with a slanted disc on top. Each letter of the abbreviation appeared in a different colour – “s” in red, “b” in green, and “s” in blue. The disc in blue was placed just above the letter “b”, and the intersection between the two was coloured in white.
(1994 – 2000)
The 1994 logo iteration saw the removal of the blue disc and the abbreviated “SBS” rendered in a large size using the Gill Sans Bold typeface. The blue-coloured logotype was launched on September 19, 1994.
(2000 – Present)
On November 14, 2000, SBS unveiled another logo featuring the English initials “SBS” in custom typography in a deep blue colour. It appeared to the right of three concentric circles of varied circumference. The outer thick circle was painted in blue, the middle one in light brown, and the inner in white.
Designed by INFINITE, the circles symbolised harmony, connection, and the broadcaster’s commitment to bridging people and ideas. The arrangement and colour palette of the concentric circles conveyed a sense of dynamism and inclusivity.
The Elements of the SBS (Korea) Logo
Font
The SBS (Korea) logo utilises a modern, sans-serif font that emphasises clarity and readability. Another font associated with SBS branding is “SeoulHangang EB” (Extra Bold). This is characterised by clean, modern design with a strong emphasis on readability. It has well-balanced characters with consistent stroke width.
Colour
The primary colour used in the SBS logo is a distinctive blue, which is often referred to in branding materials as “Prism Blue”. This colour serves as the main identity colour across the visual assets of SBS (Korea). The Prism Blue colour unifies the brand image and conveys a sense of trustworthiness and modernity.
Finally
The history and evolution of the SBS logo show the journey of the broadcaster from a regional player to a national and international media powerhouse. By using thoughtful redesigns and symbolic elements, SBS has crafted a visual identity that balances tradition, modernity, and a forward-looking vision. The logo is one of the most recognisable media brands in South Korea.