Discovery Channel Rebrands With ‘The World Is Ours’ Campaign

Apr 1, 2019  •  Post A Comment

Press release from Discovery, April 1, 2019:

On April 1, 2019, Discovery Channel, the flagship network of Discovery Inc, embarks on a global rebrand. The US based network is set to launch “The World is Ours” campaign with a bold graphics package on-air and a fresh design aesthetic. The new package will roll out to Discovery networks around the world, establishing one unified look for Discovery around the globe.

“Discovery’s global rebrand celebrates the legacy of our brand while refreshing it for the future. It was important for us to remind our fans who we are at our core while extending it out to the next generation,” says Lara Richardson, Group EVP of Marketing for Discovery and Science. “The World is Ours. This 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.”

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.

“The logo redesign was focused on building on the equity of the existing brand, while modernizing and simplifying,” explains Braden Wheeler, Associate Creative Director of Roger. “In unifying the global brand, it was important to have a logo that included every region of the planet within a simple mark.”

Discovery is more than a linear channel – it is a digital platform, social media hub, streaming service, product distributer, 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.

Through Discovery’s unique point of view and breadth of charismatic talent, the network authentically transports audiences into new worlds through inspiring stories and immersive experiences.  There is no one better to describe what Discovery is than its exceptional band of storytellers – our on-air talent.

States Peter McKeon, Creative Director/Director of AV Squad: “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.”

In addition to the new logo and tagline, Discovery will have a new and refreshed look across all platforms that carries the brand’s amazing imagery to the forefront.

One Comment

  1. Great commercial! Hooked on a feeling is very catchy, as it was years ago. Curious as to who the actors in the commercial are? Especiallly the bald man who sings the “you turn me on” part.

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