Discovery turned to Boston-based Viewpoint Creative to revitalise the logo by incorporating new elements into the design while leveraging the equity associated with its signature globe.
The result is designed to be a dynamic, contemporary logo that reflects the inherent qualities of the brand: its ability to connect people to the rest of the world. As such, the globe has now been linked into the ‘D' of Discovery, effectively uniting the world with the brand.
“The stylised earth, contemporary colour palette and fresh typography of the logo all combine to bring the mark more in line with the global communications company Discovery is today. The ‘D-globe' of the logo can also be separated out as a single entity in order to create a unique icon which can be used as a shorthand identifier in the future,” explains Caleb Weinstein, SVP and GM, Discovery Networks Africa.
This new look builds on Discovery's acute understanding of its target market, men aged 25-39. In 2007, the company undertook its Discovery Species research, the biggest and most comprehensive study to date of young men, in an effort to communicate more effectively with this market.
“The new on-air look and messaging is a natural evolution of Discovery's ‘True to Life' messaging in recent years and will resonate well with our young male demographic. Our on-air communication will energise, challenge and inspire viewers to look beyond the ordinary and experience the extraordinary,” Weinstein adds.
To this end, the logo reflects Discovery Channel's core brand idea: to live life large. It taps into the channel's ability to reveal to its audience the world as an untouched oyster waiting to be explored. It also speaks to the channel's reputation for uncovering those things that make our world so amazing.
“Discovery has enlightened and entertained viewers worldwide for more than 20 years. No other network satisfies curiosity the way Discovery does. Going forward, we remain committed to delivering the highest quality content and deepening our relationships with audiences, affiliates and advertisers,” Weinstein concludes.
Visit www.discoverycommunications.com or www.viewpointcreative.com for more information.
