bridge and partners


SRF Sport

Getting closer to the heart of Swiss sport.

Bringing the Swiss nation closer to the sporting action.


  • Entertainment & Gaming


  • Hogarth


  • Brand Strategy

  • Brand Identity

  • Brand Experience

  • Communications

SRF is one of Switzerland’s largest public broadcasters. SRF Sport, is a key brand within the portfolio responsible for delivering multimedia sports reporting and coverage across the nation.

We developed an approach that would authentically and emotively capture the intensity of the sporting action, led by a simple creative concept: ‘Feel Closer’. This idea is reflected through every element of the new brand. At the heart of the identity is a lens system that takes its geometry from the Swiss flag to create vertical and horizontal lenses, drawing the viewer in, ever closer.

A unique typeface was developed, continuing the idea of ‘Feeling Closer’ with cropped letterforms reflecting the sense of being close-up.

The red and white core colour palette to also takes its inspiration from the national flag, reinforcing SRF Sport’s role as the nation’s key public service broadcaster.

Black and white reportage style images and footage, featuring close-up details combined with slow motion moments help to emotively capture the key moments of the sporting action.

Motion principles continue to reflect ‘Feel Closer’, employing a magnification approach, with OSP and menu systems animating on screen using vertical and horizontal zoom-in techniques.

The 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.