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SABC2 relaunches brand: You belong

2013-03-01 09:41
SABC2 logo
Cape Town – The long-awaited on-air channel rebranding of SABC2 was launched on Thursday night with a new slogan of "you belong" in an inviting font.

Viewers will see the shiny new SABC2 on-air identity and imaging when it takes effect on Friday 1 March across all the channel's promos and idents - replacing the long-used "Feel at Home".

Local TV productions on SABC2 will also debut new title cards and looks to fit the new SABC2 corporate livery which now sees the SABC2 channel logo retiring the blue, orange and yellow, making way for a newer, simplified and cleaner SABC2 logo.

"The new identity is very clean, simple, modern and stands out amongst all the channel clutter," said Zandile Nkonyeni, SABC2's publicity manager.

Stronger emphasis on inclusion

The new SABC2 logo and branding, developed over a year ago by branding agency Masters & Savant, will now take on a series of one-tone colours, ranging from red and yellow, to green and blue. The "2" now bubbles within a perky white-only sphere.

This marks SABC2's first major on-air rebranding in years.

A textual analysis of the new "You belong" slogan is notable in that it indicates a progression of SABC2's identity construction. Whereas the channel in the previous two decades placed an overt emphasis on cultural diversity and the celebration of diversity, the "you belong" now signals a much stronger emphasis on"inclusion".

"You belong" speaks simultaneously to both the individual and the group – and to the individual's social inclusivity in the group. The different colours will continue to support the idea of South Africa as a "rainbow nation".

Programming still a problem

The new overall look for SABC2 might only help to go so far however since the programming is mostly still the same for South Africa's second most-watched TV channel which attracts around 18.8 million weekly viewers.

The rebranding comes as SABC2 is struggling with its programme offering both in appeal and datedness of series and is facing an uphill battle to find and place more quality television across its schedule.

SABC2 os beset with major afternoon programming problems – the long-running Dr Phil simply disappeared without a trace earlier this month and crime series Without a Trace is almost all that's left of it's once vibrant international set of premium TV shows.

The new SABC2 look does look pretty however, and the multi-coloured, interchangeable mechanism ensures longevity.

'Major brand refresh'

SABC2 calls the new on-air identity part of its "major brand refresh".

Nkonyeni said the "pillars" of family, identity, health, education, jobs and careers, and world exposure will "underpin all of our channel decisions and drive our programming mandate."

SABC2 will continue to be the South African public broadcaster's "carrier of events of national importance".

SABC2's new on-air look will debut on 1 March and SABC2 also created special promos with the channel's personalities involved.

SAC2's rebranding comes exactly 17 years after it was created in the rebranding exercise of 4 February 1996. SABC2 was created in 1996 when what was then CCV, TV1 and NNTV were rebranded as SABC1, SABC2 and SABC3 respectively.

Notable past SABC2 branding and slogans included "Come Alive with Us" shortened to "Come Alive", the "Feel at Home" and some minor tweaks and changes to that over the past couple of years.
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