Discovery Inc. is launching a global rebrand for its Discovery Channel (DStv 121) with a new tagline "The World is Ours", a new white-on-black channel logo, as well as a bold new graphics on-air look to unify and consolidate the look of the channel globally.
The Earth depicted inside an encompassing "D" of the logo now shows all of the planet's continents.
Discovery told TVwithThinus there is no definite time-frame of when the new look will be introduced for the Discovery Channel as seen in South Africa and across Africa.
"Discovery's global rebrand celebrates the legacy of our brand while refreshing it for the future," says Lara Richardson, the group executive vice president of marketing for Discovery and Science.
In South African and across sub-Saharan Africa the Discovery Channel is carried on MultiChoice's DStv satellite pay-TV platform. The Discovery Channel rebrand comes as Discovery is working on launching its own subscription video-on-demand (SVOD) video streaming service in 2020 with natural history content licensed from BBC Studios.
"The tagline represents what Discovery has always stood for and continues to be the driving inspiration for our future. The campaign consists not only of a new unified global logo and graphics package but a brand spot featuring the breadth of the talent across the network," says Discovery.
Discovery says the Discovery Channel "is more than a linear channel - it is a digital platform, social media hub, streaming service, product distributor, experience provider. It is a lifestyle, a motivation, a mindset."
"For decades, Discovery has built genres that have defied expectation and defined reality. It has allowed audiences around the world to fall in love with our planet and the people, places and stories that make it home."
"The globe has truly been at the heart of Discovery since the beginning. Now, its magnetic force brings together Discovery's history with the promise of an innovative and refreshed future through a newly rebranded logo."
Braden Wheeler, associate creative director of Roger, says "The logo redesign was focused on building on the equity of the existing brand while modernizing and simplifying".
"In unifying the global brand, it was important to have a logo that included every region of the planet within a simple mark."
Peter McKeon, the creative director of AV Squad, who did the video, says "We wanted to capture Discovery's unique talent in the midst of their real-life environments, and to also have them blend seamlessly together for a celebratory single message".
"By incorporating the catchy song 'Hooked on a Feeling' and by occasionally breaking the 4th wall, we were able to convey a fun, united and cohesive message: The World Is Ours."
