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With Animal Planet, the Science Channel, and TLC all looking like distant cousins of its parent company, and namesake channel, it was only an eager matter of time before the Discovery Channel would upgrade its tired identity. While not publicly available yet, the logo was unveiled at Discovery’s upfront presentation the last Monday of March in Chicago, as The New York Times reports, where they also showed a TV ad boasting its new tagline and theme, “The world is just awesome.”
The campaign is being developed by 72 and Sunny (whose work is as cheerful as its temperature) and the identity was designed by Boston- and L.A.-based Viewpoint Creative. From another news brief:
Discovery turned to Boston-based Viewpoint Creative to develop a revitalized brand mark that would continue to leverage the equity of its signature “globe” icon. By linking the globe into the “D” of Discovery, Viewpoint fused the world and brand. The stylized earth, contemporary color palette and fresh typography all combine to bring the mark more in line with Discovery as the international communications company it is today, the network said.
The mark can also separate out the “D-globe” as a single entity, in order to create a unique and dynamic icon. This icon can be used as a shorthand “identifier” in the future.
(You can see the “D-globe” here). The new logo feels decidedly more contemporary, but I’m guessing that anything would feel so as long as that old typeface was not used. The new typography is, well, interesting. The overall spacing of the word is well resolved, it feels tight and cohesive, but when you start looking at the details, the thing starts to fall apart. The “co” pair definitely starts to look like a double-o, giving the channel a hilarious new name of “Disoovery” — c’mon, say it, “Disoooooovery” — and the “ry” renders a very gangly “r”. Despite these oddities I do think it works as a whole. However, the omission of dot of the “i”, even for the sake of continuity from the old logo, is slightly ridiculous — it’s simply wrong. The globe, which I am assuming was a “Don’t touch this or we will kill you” clause in the design brief is respectably well integrated: It’s almost the same size as the “o”, it’s not too intrusive, and it’s actually a pretty rendering of our humble abode. Perhaps my favorite part of the logo is the generously letterspaced “C H A N N E L” at the bottom. All in all, I do feel this is a successful identity; it’s not as awesome as the world it showcases and advertises, but it will do.
Jump to Most Recent Comment
Jim Whimpey’s comment is:
The earth looks so tacked on and out of place, as though they initially did leave it out and we're then reminded of the "leave it in or we'll kill you" clause.
On Apr.07.2008 at 10:45 PM
Craig Karcher’s comment is:
Not a fan of the off-centered world
On Apr.07.2008 at 10:47 PM
Jeff’s comment is:
I mean ... It's an upgrade. But really boring. I hope that 72 and Sunny find a nice way to bring this mark to life.
On Apr.07.2008 at 10:53 PM
Becky ’s comment is:
I think this was far more successful than Animal Planet's update, and I really love the typography. Taking into account the "touch this and die" clause, I think the Globe wasn't terribly forced in, and it could have been done much worse.
My biggest issue is the Tagline. "The World Is Just Awesome"? I pray that's not going to be their final motto.
On Apr.07.2008 at 10:57 PM
Miles’s comment is:
I really like that r, but I too am confused about the placement of the globe. The globe itself looks nice, but I don't see the rationale for that placement. It seems like it would have made more sense serving as the inside of the D or something.
On Apr.07.2008 at 11:15 PM
Blue Buddha’s comment is:
I really don't hate this update at all. The typography has a little style to it; seems it will be easily read on-screen and I like the size of the now non-dominating globe.
For some reason, I actually think had they included the dot over the i, it would have felt less serious somehow. I'm not missing the little dot at all.
While the tagline is a little hokey, I'm a big enough dork to have used that same phrase in an actual sentence.
On Apr.07.2008 at 11:19 PM
Fernando Lins’s comment is:
I like the new typography, even though the "r" and the "y" kerning really calls my attention, my eyes go directly to the "y". That being said, when I get my eyes back to the beginning of the word Discovery, I hate how the D is hidden behind the globe, just as I hated the way it hid part of the "i" and the "s" on the old one. In fact, I always hated that damn globe. Please set it apart from the logotype. It's just stupid.
On Apr.07.2008 at 11:46 PM
Rico’s comment is:
Ditto Becky's comments. The logo is fine, but that tagline is just stupid. That's the best that they could come up with? Awesome is so late '80's. Maybe "The world is totally rad" would be better.
On Apr.08.2008 at 12:03 AM
Joe Szczepaniak’s comment is:
The globe is fine. It's not awkward at all. You people are looking to hard at it. You've got to see it how viewers will see it (for about 4 seconds) a few times. It makes perfect sense. The only problem I think I can find is that the space between the 'e' and the 'r' is too large. It need to be tightened up just a tad. The 'i' doesn't need a dot, and the 'co' doesn't look like 'oo'. You can't stare at an identity mark for 5 minutes without your brain doing weird things to it. It's like when you write out a word you haven't used in a while. It seems incorrect, even if it's perfectly correct.
On Apr.08.2008 at 12:19 AM
Colin’s comment is:
Ditto to Joe S. above. The typography is fine... until you scrutinize it too much. And I think the rational for the globe over the "D" goes like: Too high, the "D" loses it's character; Off of the "D" and we lose the "D-globe" mark. So, the decision seems sound to me.
On Apr.08.2008 at 01:06 AM
Colin’s comment is:
Another point: When it comes to the issue of too much 3-d gizmos it today's new marks, Discovery strikes a good balance here. That globe can do all the shiny, spinny, 3-d things it wants, and it's not going to spoil the entire mark.
Another thing I like about the globe: It's hard to tell from the small, grainy samples I've been able to find, but it doesn't appear to be centered on America. (Neither does the old logo, but it was a good decision to remain that way).
On Apr.08.2008 at 01:15 AM
Jak’s comment is:
I dig it. Didn't notice the double "o" at first, but it is a bit troubling now. Although it almost evokes an infinity symbol. The dot missing from the 'i' does not bother me at all. How can you say "its just wrong"? Letters and words get twisted all the time in logos and design.
Overall I think it rocks though. The knockout type on slightly lit light blue is a classy look. Love the typeface. Anyone know what it is?
Props to the tagline also, glad to see someone like discovery does not take themselves too seriously. Although it does sound like a Bill Nye the Science Guy quote, but he was cool right?
On Apr.08.2008 at 08:24 AM
Greg Formager’s comment is:
The type treatment and customization is great. None of the problems you mentioned were a problem or difficult to read. The globe is kind of an ugly rendering though.
On Apr.08.2008 at 10:13 AM
Tom’s comment is:
"The globe, which I am assuming was a "Don't touch this or we will kill you" clause in the design brief is respectably well integrated: It's almost the same size as the "o", it's not too intrusive, and it's actually a pretty rendering of our humble abode."
Not too intrusive? It couldn't be MORE intrusive IMO! Why isn't it in place of the 'O'?
And a 3d globe? Love to see how clear that looks on their stationary.
Clumsy and amateurish IMO.
On Apr.08.2008 at 10:35 AM
john’s comment is:
I like the type, dislike the globe placement. My first thought was to let the globe be the O, but I fear that might be too cheesy. Then again, I love cheese.
On Apr.08.2008 at 10:35 AM
Doug’s comment is:
It's a clean upgrade, but the reduced globe ends up looking like a marble rather than a planet. Discovery networks are hitting .500 - the TLC and Science Channel logos are creative and clean updates. Animal Planet and Discovery are both mixed bags.
On Apr.08.2008 at 10:41 AM
Jason Polkovitz’s comment is:
Just saw this on my walk to work. It was on a CHEMUSA bus shelter just across the street from the north side of Port Authority in Manhattan.
On Apr.08.2008 at 11:31 AM
You whining pansies’s comment is:
Uninspiring.
On Apr.08.2008 at 11:56 AM
Joe Szczepaniak’s comment is:
If you're looking for inspiration, I believe it is my solemn duty to inform you that we discuss design here, not fine art. They are not, by an stretch of the imagination, the same. Design can be inspirational, but that should ALWAYS take a backseat to clear communication and identification. I agree that the globe in place of the 'o' would reek of stinking off-brand cheese. I think calling the globe intrusive is to say that the wordmark portion of the identity symbol is the complete message, and that you are somehow tampering with it. This is, of course, not the case. The globe is a part of the symbol as a whole. Can you read what is behind it? Are you guessing at what it says? No. You're not. This is a good upgrade. Anyone who thinks otherwise, I'd love to read some evidence as to why not which cannot easily be refuted in a single sentence. Design smiles upon logic, not taste.
On Apr.08.2008 at 12:19 PM
Darrin Crescenzi’s comment is:
The "ry" really, really bothers me, but I do love the relationship between the tail of the "y" and "CHANNEL."
I don't like the globe/D synthesis, and think it's far too unresolved to be a "unique and dynamic entity" when used by itself. I think this rebranding is an improvement, but a tepid one.
On Apr.08.2008 at 12:29 PM
dg3’s comment is:
The bottom line is that it's simply an improvement over the old logo. Isn't that the goal for any rebranding?
I suppose the tendency by most would be to put the globe where the 'O' is. But that would be too obvious.
On Apr.08.2008 at 12:57 PM
john’s comment is:
Actually let me change my mind - I really like the relationship between the C and O, so I'd put the globe inside the O instead of having it be the O.
One might say this revision would cut the cheese.
On Apr.08.2008 at 01:01 PM
adam’s comment is:
i dig the way the c and the o interact.
and the globe is kinda small and not as recognizable as it was in the old logo.
On Apr.08.2008 at 01:02 PM
nessahead’s comment is:
The placement of the globe is well thought out.
Paired with the small cut-out at the bottom left corner of the D, it creates a drop-shadow and adds subtle character.
On Apr.08.2008 at 01:22 PM
isaac montemayor’s comment is:
If you put the earth instead or inside the O it would almost seem like it is eclipsing the C, wich would not be completely out of place in the identity for a channel that showcases science. Anyhow it would not save it from looking cheesy.
Overall I think its an improvement over the former logo as Armin and dg3 noted before.
Please excuse my english since its not my first language.
dg3’s comment is:
English is my first language and I don't usually get it right.
=]
On Apr.08.2008 at 01:39 PM
Andriy’s comment is:
Nice type customization, nice idea to make “the world smaller than before”. The globe looked huge in the previous version. “ry” pair looks a little weird. The thing that really makes me doubt, will tiny “CHANNEL” type read on TV screen?
On Apr.08.2008 at 01:51 PM
diane zerr’s comment is:
It's funny. The other day I said to my husband, "Discovery has really updated it's image, not with it's logo but with it's programming." My husband and I are huge fans of Discovery with shows like Dirty Jobs, Everest, Deadliest Catch, Cash Cab, Mythbusters … so many great shows. I'm glad they took the big step of updating their logo and although it can be criticized at every angle, it's been long overdue. I say "Bravo!" to Discovery and I can't wait to see how this is applied to the website.
We may not all love it, but I can appreciate it.
On Apr.08.2008 at 02:29 PM
Chris’s comment is:
The new "y" is a huge improvement over the old one.
Why not link their tagline with there new logo with "The world's gotten a whole lot smaller."?
On Apr.08.2008 at 03:54 PM
Scott S’s comment is:
Initial reaction: eh. Not placing the earth as the "o" may seem trite and "cheesy" but I think it would be more effective than tacking it onto the D, which just doesn't make much sense to me. Being asymmetric can be cool and unexpected, but here I think the balance created by centering the earth in the wordmark would have made for a stronger logo.
On Apr.08.2008 at 04:33 PM
Jp’s comment is:
"Initial reaction: eh. Not placing the earth as the "o" may seem trite and "cheesy" but I think it would be more effective than tacking it onto the D, which just doesn't make much sense to me."
It would then look similar to the Discover (card) logo.
On Apr.08.2008 at 04:45 PM
Terry’s comment is:
TOTAL SNOOZE. I think of Discovery as an exciting network, always evolving, never stopping, with lively colors....lots of surprises like things that we see every day but close up, it's just more magnanomous and bigger...full of life. But the logo is boring. Maybe it's time to discover a new design company.
On Apr.08.2008 at 04:55 PM
Dr. B’s comment is:
I think that considering the mark hasn't been touched for 20 years, this is a vast improvement. It's easy to over analyze and critique the minutiae but it probably a nightmare getting the damn thing approved. anything is better than what they had. monday morning design is easy when it's not your work.
On Apr.08.2008 at 05:53 PM
scott’s comment is:
I think the "co=oo" comment is a little bit validated, but could also just be designers and visual professionals talking to themselves. It's the Discovery channel and that really shouldn't confuse anybody that's watching it, there are enough context clues inherent in the medium and content that people will know what the word is once they get past "Dis".
That would also basically cover the usage of the "C H A N N E L" below it, once you're watching a channel on television telling them Discovery is a channel becomes redundant, it wouldn't actually cause any problems if it disappeared or was simply deleted once shrunk to bottom-right-watermark form.
The channel wanted an update without sacrificing the original equity they had in their old identity, so the planet had to overlap the typography and not doing so could even be seen as irresponsible in regards to the design team. The group had an existing set of imagery to work with and did their best by shrinking the Earth and cutting the "D" to make a place for it inside a considered typographic mark, and with that in mind I would consider this a success.
On Apr.08.2008 at 09:34 PM
mog’s comment is:
I heart it. The old Discovery logo was quite dated, so it's nice that they finally redesigned it.
Not crazy about the globe but it works. I love the way "CHANNEL" works with the descender of the "y." I'm glad they kept the blue branding - it fits in nice with the rest of the "color coded" networks (orange for Science Channel, green for Animal Planet, red for TLC).
Speaking of the other networks, I think they all totally nailed their respective redesigns except for Animal Planet. What the hell happened there? But that's another thread.
All in all, bravo to Discovery for a nicely refreshed identity.
On Apr.09.2008 at 01:12 AM
Audrée Lapierre’s comment is:
The problem seems to be how they integrated the planet. Its so small and its almost lumping on the D, and makes the D hard to read, so I disagree with their idea of using the D and planet alone, it does not look strong.
On Apr.09.2008 at 10:07 AM
Diane’s comment is:
While I agree that the old logo is a bit outdated, I don't feel the new logo is all that spectacular. While I agree that the way the "y" works into the nicely spaced "channel" and the use of a cleaner font choice is desirable. I feel like the loss of the dot above the "i" , the weird world placement and the super close kerning of the letters kills it.
Also the tagline "The world is just awesome"... how about "The world is like just totally awesome" that will appeal much more to the kiddies out there... come on marketing people you're slacking on your demographic R&D!
On Apr.09.2008 at 04:09 PM
Mark’s comment is:
Not bad.
Definitely a big improvement.
well designed, clean,sharp.
Not totally happy where the globe is placed but I could understand the rationale.
However the tag line is a bit puzzling, "The world is just awesome?" That's it?
Good grief I haven't heard that type of slang since the 90's! Which is considered way out of date with this generation.
If they're desperately trying to go trendy with their tagline the marketing execs are going have to update they're slang to fit more with todays generation. Something along the lines of "The world is like mad phat, dawg!!!!" (I'm serious that's the way many of the 'cool' people speak.)
ooooooooooon second thought maybe they should drop the aim to be trendy and hip altogether.
:p
On Apr.09.2008 at 04:50 PM
XK9’s comment is:
It took me a while to see that the globe is casting a shadow on the D. It's a nice touch that works fine when the logo is reversed on a dark background. But when the logo is positive on a light background it doesn't work.
On Apr.09.2008 at 05:24 PM
fred autechaud’s comment is:
This evolution lacks the "headline boldeness" of the previous logo. Sure, HD can manage to display small prints and thinner fonts but why would a graphic designer bet on this ? The promportions are not for TV, the "channel" text is way too small for print and the monochromatic approach of the type lacks identity and presence. This logo will do fine on cheap biros, bicycle frames and fullscreen mode. I also agree with those comments about the out-of-orbit Earth position.
On Apr.09.2008 at 09:18 PM
Joe Szczepaniak’s comment is:
My argument for the "boldness reduction" is only that "headlines" are the result of newspapers, which were the result of advances in the printing press. With television and the internet being Discovery's primary mediums, I think it's inappropriate for them to try to relate to a technology that they don't even use. "Headline" type isn't timeless. Someday, "web 2.0" identity marks will be too. That's how it works.
On Apr.10.2008 at 07:19 AM
SP’s comment is:
'Bout time they got a new one. The old one was so lifeless.
This one, however, I can see getting stale after a few years. Maybe then they'll (hopefully) rediscover the original "Sunrise" logo from the '80s and update it.
On Apr.10.2008 at 01:45 PM
c-lo’s comment is:
Hi tech looking logo for a world trying to go hi tech. I do like the globe positioning. But then again I'm a sucker for off kilter placement like that. At least they didn't use it as the O in Discovery
On Apr.10.2008 at 04:40 PM
Paul C’s comment is:
Compared to the Animal Planet update...this is quite ok. The details, as Armin pointed really do fall apart when isolated....and im not a huge fan of the globe integration, but at a glance it is a descent recognizable mark that im not gonna stare at anyways where there are cheetahs and whales running and swimming around.
Sure beats the disaster of the Animal Planet Logo....i still can't believe that train wreck.
On Apr.11.2008 at 05:34 PM
Paul C’s comment is:
Compared to the Animal Planet update...this is quite ok. The details, as Armin pointed really do fall apart when isolated....and im not a huge fan of the globe integration, but at a glance it is a descent recognizable mark that im not gonna stare at anyways where there are cheetahs and whales running and swimming around.
Sure beats the disaster of the Animal Planet Logo....i still can't believe that train wreck.
Am i the only one that thinks the type, although quite nice overall, looks like it would best be suited for a credit card logo? Maybe it's just me...but that is what i thought at first.
On Apr.11.2008 at 05:37 PM
unda’s comment is:
with some small tweaks ... kind of gives it a whole new look ...
Terry’s comment is:
A very clean and simple design but lacking any stand out credit. The D itself looks quiet cool but the rest looks as if a 12yo with photoshop could have created it (this is scary and true nowdays), anyway not the best design but if it fills the clients requirements then welcome to the new discovery logo...
On Apr.14.2008 at 10:56 AM
Brian’s comment is:
I would have preferred a flat, vector-style globe as opposed to the photo-realistic globe they've used in both versions. The type in the new logo is wonderful but would really shine if the globe was treated properly, imho.
On Apr.15.2008 at 10:19 AM
Mark’s comment is:
more importantly will it still spin on TV.
for some odd reason I sometimes read it as Disco very, and if you switch the words it would be read as very disco which would be a perfect slogan if the Discovery channel debuted in 1976 hehehehe.
I kid, I kid.
nonetheless I look forward to it.
On Apr.15.2008 at 12:50 PM
Mark’s comment is:
more importantly will it still spin on TV?
for some odd reason I sometimes read it as Disco very, and if you switch the words it would be read as very disco which would be a perfect slogan if the Discovery channel debuted in 1976 hehehehe.
I kid, I kid.
nonetheless I look forward to it.
(shoot! now I picture a disco ball instead of a globe.)
On Apr.15.2008 at 12:52 PM
kbl’s comment is:
I'm with c-lo.....I, too, am a sucker for the off-kilter placement of the globe. It's just too obvious anywhere else. Centered, it looks like some kind of gear-thing. And using it in place of the "o" would be über-cheesy. Also, I love the typeface. Can someone please tell us what it is?
On Apr.15.2008 at 03:09 PM
Armin’s comment is:
The tv ad is pretty awesome actually.
On Apr.16.2008 at 05:35 PM
Shawn’s comment is:
I think it's a great revision.
The only thing I have a problem with is the globe. It looks over-rendered. So much so that it screams "desktop icon," when I look at it.
Rob Hopkins’s comment is:
I was watching TV the other night when the separated 'D/earth' logo caught my eye. I said out loud to my friends 'What the hell is that?'
We all know an upgrade was necessary, and I think this definately is an upgrade...When I look at it I don't see a double 'o' or a gangly 'ry'. The only thing I can't seem to take my eyes off is the extremely awkward placement of the globe. It just looks like a mistake!
And I'm not going to comment on 'The earth is just awesome.'
On Apr.21.2008 at 07:28 PM
Cristiano’s comment is:
The typeface is Gotham, if nobody has answered that yet...
As per the globe on the 'o', they couldn't do that because of the Discovery card logo. I bet you that's the only reason.
On Apr.22.2008 at 12:17 PM
Logo Critic (formerly SP)’s comment is:
OK, I'm "watching" Man vs. Wild, and I only have one thing to say about the bug:
EWWW!
Also, I agree with Shawn; the globe reminds me of the Firefox icon.
On Apr.27.2008 at 04:58 PM
ShawnMdO’s comment is:
Gotham...so hot right now.
On May.04.2008 at 02:55 PM
ilker yoldas design studio’s comment is:
With all due respect.. I think it's better like this:
[made with paint]
ilker yoldas design studio’s comment is:
maybe this is better.. not sure:
Khambrel Lewis’s comment is:
I think the new branding for the discovery channel is clean and cohesive. The discovery logo, in my opinion, is very well designed. The typography is clean and legible. The placement of the globe is very creative. I think that View point Creative placed the globe toward the center of the D to resemble the old school geography globes we all have seen in high school. Over all, the new design is very fresh and very discovery channel.
On Oct.05.2008 at 12:43 PM
Jordan’s comment is:
The typography is really nice, it fits perfectly, but the earth is in the wrong place
On Jan.06.2009 at 03:55 PM
Jordan’s comment is:
Changed my mind. After seeing it again and again I realized that the logo is perfect, the typography and the place of the earth. GREAT.
On Jan.06.2009 at 07:23 PM
Ty’s comment is:
The logo itself may look pedestrian or generic, but when seen in the motion graphics it is always displayed in on the Discovery Channel, it really pops a lot better. The rotating Earth is a great fit for the Discovery brand.
On Jan.07.2009 at 03:29 PM
jrmm’s comment is:
The new Discovery channel logo was just released today in all latin america to celebrate the 15 years of Discovery in this region... and IMO all looks really great: the logo, the promos with the new graphic identity... I thought that like in U.S. it was going to appear the D of the logo in corner of the screen, but the entire logo appears in the upper left side of the screen...
On Mar.02.2009 at 01:35 AM
Andy’s comment is:
In Latin America the new logo debuted on March 1, 2009.
On Mar.07.2009 at 09:54 AM
lyndi’s comment is:
hmmm...not sure how i feel about it. i do know that i like it vs the old one for sure. but it seems like the type is either trying to hard to work integrating in to each other or lack there of, some of it is, like the c, o and r but then the rest seems a tad disconnected.
the world is bothering me where it is. i like how the mock up above with it in the actual letterforms...
overall, not too impressed...not feeling the awesomeness of our world
On Mar.07.2009 at 02:42 PM
Mendagu’s comment is:
the globe is not supposed to be there! put it somewhere else!!!
On Mar.17.2009 at 12:49 PM
chad’s comment is:
the new logo is awesome
On Mar.20.2009 at 12:49 AM
Fred’s comment is:
The old logo was better. The new is too large and interfere with the tv screen. It's also positioned too far to the left on screen. The globe is also strangely positioned. Not good at all. Please, make it smaller in the corner.
On Apr.02.2009 at 07:25 PM
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