SBS has unveiled its new brand position, a world of difference, encouraging all Australians to embrace and celebrate difference.

The new brand identity also reinforces SBS’s commitment to contributing to an inclusive society.

SBS director of marketing Jane Palfreyman said: “As we’ve grown up as a nation, so too has SBS, speaking to and representing all Australians.

“Along the way, we’ve become one of the most trusted Australian brands and an ingrained part of this country’s culture.

“Our new brand identity reflects SBS’s evolution while beautifully articulating our fierce dedication to go beyond simply showcasing diversity to celebrating our collective differences.

“We want to live in the skin, walk in the shoes of others, because we believe it actually makes for better entertainment”.

The new creative direction takes a more inclusive approach to addressing audiences, making SBS’s diverse content offering instantly recognisable across television, radio and online.

The new SBS brand identity will roll out across the network tomorrow in time for Eurovision- Australia Decides, which will broadcast live Saturday 9 February, 7.30pm AEST from the Gold Coast.

A marketing campaign will introduce the new SBS brand position to audiences, reflecting SBS’s proud heritage and encouraging Australians to explore the world through great entertainment.

Featuring Janice Petersen from SBS World News, sports commentator Lucy Zelić and Destination Flavour’s Adam Liaw, the campaign highlights the network’s distinctive offering across news, sport, drama, documentaries, food and languages.

It will run across SBS’s owned channels including television, online and social platforms.

The updated brand was developed and created internally by SBS.