Discovery Channel to have new logo for Asia Pacific region

Discovery Channel is readying itself for a refreshing identity. The channel will launch its new logo in the Asia Pacific region on 29 March.

Boston-based Viewpoint Creative and Los Angeles-based Royale have developed the revitalised look of the channel. The new brand identity continues to use the signature globe, which is linked into the letter 'D' of Discovery in the current logo.

The new logo was first implemented in the US in April 2008, followed by the UK in February, and has now reached the Asia Pacific region as well. The new look of the channel will be supported by an on-air brand campaign across the region from March 29. 
 
Rajiv Bakshi, director, marketing and communications, India, Discovery Networks Asia-Pacific said that for Asia Pacific region the channel will continue with its existing content from the best of factual entertainment. The on-air campaign for the new identity continues from the 'The World is Just Awesome' campaign launched late last year, celebrating everything positive in the world.

This is the second channel from the Discovery stable to change its identity, the first being Animal Planet. In September 2008, Animal Planet had launched a fresh brand identity to provide a more intense viewing experience for its audience.

The stylised earth, the colour palette and the fresh typography, all combine to bring the mark more in line with Discovery's global image. The mark can also separate the 'D-globe' as a single entity in order to create a unique and dynamic icon. The new logo reflects a fresh, contemporary feel, symbolising our commitment to deliver refreshing and inspiring programmes.''