Discovery Channel Rebranding
I really like the new logo for the Discovery Channel. The type treatment is very nice, and I like that they kept the globe. It’s smaller now, and focuses more on the word Discovery.
Discovery turned to Boston-based Viewpoint Creative to develop a revitalized brand mark that would continue to leverage the equity of its signature “globe” icon. By linking the globe into the “D” of Discovery, Viewpoint fused the world and brand. The stylized earth, contemporary color palette and fresh typography all combine to bring the mark more in line with Discovery as the international communications company it is today, the network said.
The mark can also separate out 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.
Your thoughts?
Found at: BrandNew
Posted in Branding 
Add to del.ici.us 
Digg It
Blogs that link to this post 
Permanent Link
April 12th, 2008 at 7:12 pm
I agree. It works!
April 12th, 2008 at 7:22 pm
as a branding expert (somewhat) and a designer who has been a professional designer for 10 years i’d say i agree that discovery needed a new look and a new personality but the new logo falls short…. it’s too mundane, too “corporaty” … there is no level of excitement or a feel of “discovery” with this new logo
too bad!
April 12th, 2008 at 8:55 pm
Yeah, I totally agree too. Their image needed to be refreshed, they did a nice work with the icon, which will work great as an identifier for the brand.
I believe they have had their previous logo for almost 10 years, and int served its purpose, know is time to show that cleaner, sleeker, simpler look, trend that is going around.
April 12th, 2008 at 9:03 pm
I too agree.
Wasn’t sure about the placement of the globe at first, but it’s grown on me quickly. Loving the font too.
April 12th, 2008 at 10:39 pm
It’s very nice, very modern. A great improvement, although there are some aspects of the typography that I don’t like. The “c-o” makes it look like a “o-o” combination. And, although they are following precedence, i still think there should be a dot above the “i” so that it doesn’t appear to be switching cases.
I like the spacing of channel and the placement of the globe.
April 12th, 2008 at 11:04 pm
I like it too.
April 12th, 2008 at 11:29 pm
It’s going to take a little time to get used to.
The globe seems oddly positioned.
Not sure if I like it yet…
April 13th, 2008 at 12:29 am
It must be me. I like the older one more.
April 13th, 2008 at 2:47 am
Like Ant, I like the old one Better. I just do not like the way the globe and the D come together. It would’ve looked better if they had tried to replace the “o” with the globe..
April 13th, 2008 at 4:13 am
I like the lettering - cool font, and tweaked to perfection! However, I think they have done a semi-poor job in the globe, as the globe is too small. It is hard to instantly identify the round blob as a globe. I think once you know what it is, it’s no problem, but right off the bat they have a minor issue there, IMO.
April 13th, 2008 at 1:26 pm
Discovery, History Channel, and Animal Planet have all be rolling out rebranded logos and in every case I think the logos fall short. I think the History Channel has the best rebrand from a conceptual sense. I think the old Discovery logo was easier to identity. Like Don G., I think the globe is too small. The “c-o” combination is interesting in that it makes it look kind of like an infinity loop.
April 13th, 2008 at 6:14 pm
[...] Discovery Channel Rebranding (tags: branding art commercial concept design media) [...]
April 13th, 2008 at 11:07 pm
is it just me or does the back ground color is a tad too dull. would have done d globe in a half “D” instead of the “O” cause i think that was their hook. other wise i think d fond is good
April 14th, 2008 at 3:41 am
its rubbish. we like the discovery channel logo because its the discovery channel logo. we like that it looks like it was designed in the early 90’s on powerpoint. we like the fact that the channel is spending more time ‘discovering’ than thinking about their bloody logo… now i dont know what to like about them!
April 14th, 2008 at 9:18 am
Something just doesn’t sit right. The theory behind the new logo (which is describe is the article) is sound, but something is off. I think the globe and the “D” are positioned strangely. Perhaps if the globe were lowered or reduced in size a bit, it could work better. The typeface is beautiful but it makes the logo awkwardly long, even with the tight kerning. The “c” and the “o” are kerned so tightly that they almost read as a double “o”. I can visualize the new logo right at home in the center of a windscreen TV, but I have a hard time seeing it fit well in the bottom right of the screen (where we commonly see the channels branding). All in all, I think that Viewpoint’s efforts are on the right track, but I feel it still needs finishing.
April 14th, 2008 at 3:10 pm
[...] VÃa Ad/Goodness [...]
April 14th, 2008 at 4:38 pm
lovely. they could hae made “channel” a wee bit bigger but i’ll let it slide.
April 14th, 2008 at 7:26 pm
soooooooooo glad they didn’t put the globe in the “O”…
April 15th, 2008 at 8:06 am
Why the new brands are so feminine?
April 15th, 2008 at 2:54 pm
They earned their money for this logo. Good job, indeed!
April 16th, 2008 at 2:43 am
i like the typeface but the globe isn’t in the best position there..
April 21st, 2008 at 1:57 am
[...] eso ha acudido a Viewpoint Creative para la creación de su nuevo logotipo. En los comentarios de AdGoodness puede verse que, en general, el nuevo logo es aceptado. Gusta la “frescura” de la letra [...]
April 21st, 2008 at 7:13 am
[...] AdGoodness [...]
April 23rd, 2008 at 2:02 pm
I like the old logo. The globe is what gave the Discovery Channel a distinct feel. Now it’s practically invisible.
I say that within a year they will modify this logo and make the globe larger.
May 8th, 2008 at 5:53 pm
[...] eso ha acudido a Viewpoint Creative para la creación de su nuevo logotipo. En los comentarios de AdGoodness puede verse que, en general, el nuevo logo es aceptado. Gusta la “frescura†de la letra y el [...]
May 19th, 2008 at 10:30 pm
The logo looks very nice, and very contemporary, while maintaining the key attributes viewers associate with discovery. A different tone of blue, and a new typeface definitely bring the old design into the new century. Good work keeping the globe an integral part of the design, while making it possible to isolate the “d with globe” as its own icon. simply awesome.
August 14th, 2008 at 6:34 am
Nice typework, but the Globe looks out of place, almost like an afterthought.
October 29th, 2008 at 10:04 am
[...] e se aproximar dos logotipos da web, que tantas outras marcas fizeram, como no caso da HP, do Discovery Channel e do [...]
November 6th, 2008 at 6:56 am
The new logo looks more related to an “IT” image rather than a channel discovering the world.
February 19th, 2009 at 10:41 pm
The logo did not respect the credibility-based formula
March 27th, 2009 at 7:22 am
i love the new logo. its sleek and clean without having to “explain” everything about the word “discovery.”
April 14th, 2009 at 11:03 am
[...] Read more about the Discovery Channel identity change, click here. [...]