Launched in 1985, Discovery is an American and international pay television television network and the flagship channel of media conglomerate Discovery, Inc. Available in 409 million households, Discovery’s programming has evolved from documentaries to reality TV series with hits like Mythbusters, Deadliest Catch, and American Chopper, not to mention its annual evil-looking fish extravaganza, Shark Week. In April we covered Discovery’s logo redesign and now we have a look at the identity and on-air look designed by Los Angeles, CA-based Roger (who also designed the logo).
As a brand with a rich heritage, Discovery looked to update and modernize the logo while building on the equity of decades of brand recognition. With that, the goal of creating a novel approach to the D + Globe icon began.
In our exploration, we found that the negative space created by the continents on a graphic globe was enough to balance the weight of the circle and allow it to read as the stem of the ‘D.’
Uniting the world of Discovery was incredibly important in the process, and with that, they wanted to be sure that the static mark reflected that. After some exploration of both abstract, and more classic map projections of the globe, we landed on a traditional map layout, tweaked to live within the circular shape.
Paired with bold modern typography, the new wordmark and icon were born.
Not a whole lot more to add about the logo after what I wrote three months ago, all of which present-me approves of past-me’s assessment. One thing that’s new is the use of the “D” icon inside a color square, which is a nice additional touch. Logo change still approved.
Discovery brings you stories that make the world feel bigger with characters that bring it close to home. Bringing these stories to the forefront was the focus of our content-centric approach.
We started with a simple shape, a customized mortise we called the D-Frame. Derived from the curvature of the mark, this modular form showcased the versatility of the brand and adapted to serve essential functions across the network.
Using the D-Frame, we focused and framed footage, and created a diverse set of tools for adding branded elements to Discovery’s badass visuals.
The identity elements are fairly straightforward, with Sharp Sans leading the charge, looking contemporary and crisp. The color palette is commendably limited and each color aptly named. The “D-Frame” is the main visual element and I think I would be mostly okay with it if it weren’t called the “D-Frame” because there is not that much D-ish about it — I mean, I get that it comes from the “D” icon but it’s really just a rounded corner. Still, it has 2 - 3 slightly different uses that make it interesting and flexible… sometimes it’s simply a spark of color in the corner, sometimes it’s a bigger single-rounded-corner holding shape, and sometimes it’s an underline, which I found to be the most novel and intriguing of uses. On their own the identity elements are alright but they come very well together in motion.