Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

This is a very old entry — images are small, formatting is off.


Discovery Kids Grows Up

Reviewed Aug. 30, 2010 by Armin

Industry / Consumer products Tags /

Discovery Kids Logo, Before and After

Launched in 1996, Discovery Kids is another popular channel of the Discovery Communications empire with an emphasis on — stating the obvious here — programming for kids focusing on science and nature shows. Beyond its programming, Discovery Kids has also grown into a successful product brand, selling everything from little plastic dinosaurs to night goggles. This merchandising extension is important to note as on October of this year, Discovery Kids, the channel, will be replaced by The Hub, a collaboration between Discovery Communications and toy maker Hasbro. We covered that logo in February. So the new identity, created by Irvine, California-based Mattson Creative, is now a consumer product brand and not just a channel identifier.

Discovery Kids

Unlike the rest of the Discovery Communications channels, which all have their own unique logos, Discovery Kids has always followed in the footsteps of its grown up Discovery Channel, and this version is no exception. Except that, unlike the last one, this is really well done. Using the same structure as the parent brand and the flagship channel, the Discovery Kids logo does the very simple maneuver of redrawing the globe in chunky-marker-style. Drawing logos as if they were done by kids is an old trick, but they invariably look cloying. This globe rather than following the by-kids-for-kids drawing is by-adults-for-kids, giving it a more professional finish. Probably this is just a long-winded way of saying, I like it. The bold “KIDS” typography is well integrated too. It’s big but not too big, it’s in the right place and it matches one of the blues in the logo. Simple, obvious things but worth noting as many logos we see here fail to do them.

Discovery Kids

Discovery Kids

Discovery Kids

The simplicity and directness of the logo, though, is lost in the packaging, which reverts to an odd 1990s Nickelodeon look that doesn’t have the same kind of sophistication of the logo. Granted a logo doesn’t move products, packaging does and, in that regard, this just kind of screams off the shelf. But everything from the halftone screen pattern to the tracked out Cholla screams Been There Done That.



Share ›

Spotted Around the web

Pinned Recent, Big Stories

Curated Agents of Shield