The Discovery Channel hired Boston and Los Angeles-based creative agency Viewpoint Creative to develop a new logo and on-air identity that places an emphasis on its signature “globe” icon and the immersive quality of the brand. On April 15, the Discovery Channel unveiled its new logo and on-air look during the season premiere of Deadliest Catch, the station’s highest-rated show.

Viewpoint’s Executive Creative Director said that the challenge was to preserve the channel’s distinctive globe logo that is so important to the brand, yet find a way to make it even more connected to the channel’s name. Viewpoint decided to fuse the globe with the “D” in Discovery. By linking these two together, they are interconnected in a way they were never before. Viewpoint updated the logo with a stylized Earth, contemporary color palette and fresh typography.

The channel’s new on-air identity is intended to create an immersive experience for viewers that is bold, unfiltered and fun. Viewpoint used a minimalist design style combined with aggressive typography, contemporarized the channel’s signature blue palette and the new globe is activated as a branding element creating transitions, motivating type, and directing the eye to key marketing. The channel is happy with the re-design and anticipates it to be as a platform to build for the future.

Tags: print industry, typeface

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