Discovery Channel Rebrand

Corporate Identity Discovery Channel Idents motion graphics Rebrand redesign television identity

A P P R O A C H

U S E R R E S E A R C H

I D E A T I O N

R E D E S I G N E D B R A N D I D E N T I T Y : P H I L O S O P H Y

Discovery channel aims to satisfy curiosity and make a difference in people's lives by providing the highest-quality content, services, and products that entertain, engage, and enlighten. The goal is to uncover truths, recover from misinformation and discover the world.

P O L Y M O R P H I C L O G O

Due to Discovery Channel airing such a wide variety of shows, from shark shows to survivor challenges, car programmes to historical shows, the redesign includes a logo that morphs according to the show the viewer is watching or interested in. The logos were designed in dark and light version to accommodate for changing platforms and scenes it will be live on.

C O L O U R P A L E T T E

The colour palette consists mainly of shades of grey with a splash of blood orange. The colours were mindfully picked; the shades of grey represent hard facts and knowledge which lends a hand to ensure the audience trust Discovery Channel, the blood orange was utilised to symbolise the excitement, thrill and passion that comes with discovering new things, people and places.

T Y P O G R A P H Y

Similar to the colour palette, the typography used in this redesign is very simple and does not beg for attention. This was done to further the message that the brand and it's content and information can be trusted.

I D E N T 1

The concept behind the ident designs lies in the user experience and journey of discovery, that feeling of thrill at finding something new. The ident footage, all shot on an iPhone 8, utilises micro photography, in which objects or people have been photographed extremely close up. This chosen technique has the objective of making the user feel a sense of confusion, thoughtfulness and even pride and excitement at figuring out it is what is being displayed on the television screen. I chose not to reveal what the photographed subject actually is, leaving the user on this journey and wishing for the ident to come back on screen to have more time to figure it out.

There is a notion within branding of allowing one's user to feel smart. I believe this technique of the guessing game for each ident will allow the user to not only look forward to seeing a new ident, but also feel smart at figuring out what the subject is.