Discovery Channel to get a new logo

After 13 years in the country, the Discovery Channel is readying itself for a refreshing identity. The channel will launch its new logo in the Asia Pacific region on March 29.

Boston based Viewpoint Creative and Los Angeles based Royale have developed the revitalised look of the channel. The new brand identity continues to use the signature globe, which is linked into the letter 'D' of Discovery in the current logo.

Rajiv Bakshi, director, marketing and communications, India, Discovery Networks Asia-Pacific, says, “The channel will continue to bring enthralling and spectacular content from the best of factual entertainment. The on-air campaign for the new identity continues from the 'The World is Just Awesome' campaign launched late last year, celebrating everything positive in the world.”

This is the second channel from the Discovery stable to change its identity, the first being Animal Planet. In September 2008, Animal Planet had launched a fresh brand identity to provide a more intense viewing experience for its audience.

He adds that the stylised earth, the colour palette and the fresh typography, all combine to bring the mark more in line with Discovery’s global image. The mark can also separate the 'D-globe' as a single entity in order to create a unique and dynamic icon. This icon can be used as a shorthand ‘identifier’ in the future.

In an official statement, Rahul Johri, senior vice-president and general manager, India, Discovery Networks Asia-Pacific, says, “The new logo reflects a fresh, contemporary feel, symbolising our commitment to deliver refreshing and inspiring programmes.”

For the record, Discovery Channel is the flagship brand of Discovery Communications, which creates non-fiction programming.