SABC2 relaunches brand: You belong

2013-03-01 09:41
Thinus Ferreira
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.


  • Mark Haupt - 2013-03-01 09:46

    SABC still exists?

  • Sagren Moodley - 2013-03-01 09:52

    I belong to nobody, sounds like lulu Xingwana tendencies if you ask me

  • Tony Bakkie - 2013-03-01 09:54

    Look its all shiny and new, yipee.NOT Shame shyt though

  • Nicolas Gombert - 2013-03-01 09:55

    If I have to endure one more Ultramel advert!!!

      Wike Mood - 2013-03-01 10:58


      HJS - 2013-03-01 15:48

      Glad to read this Nicholas. I even thought of lodging a complaint to that advertising kind of organisation. (can't think of their acronym now)The present ad sends the message to little kids that cheating and being dishonest brings mega rewards. It also blatantly encourages indulgence in something that surely can NOT be particularly healthy for kids? And what makes Ultramel think that "holidays" or Xmas or Easter is Ultramel time?

  • Tommy Jones - 2013-03-01 09:56

    family, identity, health, education, jobs and careers, and world exposure will "underpin all of our channel decisions and drive our programming mandate. And that is why i'm not watching SABC2, I wan't entertainment after a long day at work, not this sheet.

      John Turner - 2013-03-01 11:28

      Sounds worse than the old SAUK. Cannot remember when I last watched anything on any SABC channel

  • Carmen Jeftha Jenniker - 2013-03-01 10:15

    Not so great. I know someone that could have done a much better job in that design. Why not get it in 3D. That slogan/design looks old fashioned.

      JNaMolefe - 2013-03-01 11:03

      Does it bother you? It looks perfect, very classic and smart!

  • John Jacobs - 2013-03-01 11:29

    ooh I can't wait - NOT!!!

  • anakin.skyvader.9 - 2013-03-01 11:37

    Bad programming remains THE big problem - still. I dared to lower my standards and watched "EEN SKOENLAPPER" on TV2 as it was hot and I was too lazy to search for a dvd. Wow-what a disaster of a series: get this: 1. A virus more dangerous than the Ebola-virus can be identified with an ordinary desktop kidding. The truth however is that you need an electron-microscope to see these strains of viruses. 2. This same virus, the one supposedly more dangerous than the Ebola-virus, is then stored in an ordinary lab container and transported to Jhb....ooops : Any handling/investigation/analysis for this type of virus actually requires a biohazard level-4 facility - standard procedure. "Ebolaviruses are World Health Organization Risk Group 4 Pathogens, requiring Biosafety Level 4-equivalent containment. Laboratory researchers have to be properly trained in BSL-4 practices and wear proper personal protective equipment" And herein lies the problem with SABC-2 : we are not an audience made up out of idiots, to be shown rubbish content again and again. PLEASE DO SOMETHING ABOUT THE CONTENT ON SABC!

  • Stewart Croucamp - 2013-03-01 17:31

    What is the use of marketing a TV channel whose programmes are absolute crap.

  • Wike Mood - 2013-03-02 09:22

    bargain bin cr@p.stuff the rest of the world cant give away.we buy for jail.

  • Alan Swanepoel - 2013-03-03 08:45

    Much like renaming streets without repairing the potholes!

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