Discovery Global Rebrand
Hej, Hi, Hallo!
Discovery came to Roger looking to redesign their global brand, beginning with a new logo system, and extending out to a fresh new identity that would cross platforms, languages, and continents.
Uniting the world of Discovery was incredibly important in the process, and with that they wanted to be sure that the static mark reflected that. After some exploration of both abstract, and more classic map projections ot the globe, we landed on a traditional map layout, adjusted to live within the circular shape. Paired with bold contemporary typography, the new wordmark and icon were born.
The
New Logo
As a brand with a rich heritage, Discovery looked to update and modernize the logo while building on the equity of decades of brand recognition. With that, the goal of creating a novel approach to the D+Globe icon began.
In our exploration, we found that the negative space created by the continents on a graphic globe was enough to balance the the weight of the circle and allow it to read as the stem of the 'D.' We were able to simplify the form of the D+Globe convention, and update the logotype at the same time. The result was a variable wordmark and icon system that could fit the many needs of a global brand.
The D-Frame
Discovery brings you stories that make the world feel bigger with characters that bring it close to home. Bringing these stories ton the forefront was the focus of our content-centric approach. We started with a simple shape, a customised mortise we called the D-Frame.
Derived from the curvature of the mark, this modular form showcased the versatility of the brand and adaped to serve essnetial functions across the network. Using the D-Frame, we focused and framed footage, and created a diverse set of tools for adding branded elements to Discovery's badass visuals.
Typo-
graphy
We selected Sharp Sans (Sharp Type) for the primary font family. The typeface is friendly but also crisp and clean, and really shines in big bold compositions. It's meant not to steal the show, but to serve-well for both "Diesel Brothers" and "Serengeti." Feeling at home with a variety of content was a huge priority in developing the brand.
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