In Fall 2018 Animal Planet launched a comprehensive new brand identity, centering the network’s programming around the childhood joy and wonder of animals by bringing people up close in every way. The channel is currently in 360 million homes in more than 205 countries and territories. Animal Planet blends personal connections with animals and powerful natural-history storytelling.

The new visual identity for Animal Planet needed to be optimized for use everywhere around the world, responsive in digital, and to allow for the brand to diversify into many products and services.

The historic Animal Planet logo—an elephant with the globe—retained a great deal of recognition and affection. Moreover, the core concept was appropriate, as an elephant is a majestic, exotic, and intelligent animal, wondrous enough to represent the entire animal kingdom. In this fresh and distinctive rendition, the new leaping elephant captures the joy and energy of the beloved Animal Planet brand.