Animal Planet, one of Discovery’s leading networks, has unveiled a new brand identity as part of a worldwide strategy to take the network forward. Animal Planet mission is squarely centered around keeping the childhood joy and wonder of animals alive by bringing people up close in every way. The Animal Planet global brand identity will provide a multi-platform experience for every member of the family and begins as a phased rollout on Oct. 28 in the US and UK followed by all remaining countries and territories by the end of 1Q19 to create brand and content consistency across Animal Planet which is currently in 360 million homes in more than 205 countries and territories.
Animal Planet appointed Chermayeff & Geismar & Haviv (CGH), an an independent New York-based graphic design firm specialising in the development of trademarks and identity programs, to design the Animal Planet global brand mark which is optimised for use across multiple platforms, responsive in digital and allows for the brand to diversify into products and services. Among others, marks created by CGH include the current mark for NBC, Showtime, PBS, NYU, Chase Bank and US Open.
Off the heels of 2018 successes ranging from Animal Planet’s highest rated quarter (1Q18) in Prime among Adults 25-54 in almost two years (2Q16) to the network’s successful first-ever global series premiere of Dodo Heroes, the most-watched 2018 freshman series to date, Animal Planet will blend consumer’s highly valued personal connections with animals with powerful natural history storytelling and content designed for optimisation on all screens and platforms.
“Animal Planet has been a much-loved brand around the world for more than 20 years and the time has never been more right to engage with mass audiences across every platform who are as passionate about animals as we are.” said Dinnage. “We are able to reach all generations through our content and storytelling – we are here to entertain and delight by bringing people up close to animals and nature. With recent successes we go from strength to strength as we position Animal Planet as a global brand leader.”
“Animal Planet required a mark to represent the global aspect of the brand, as an experience that translates across countries, regions and cultures and beyond linear: a platform agnostic approach,” said Pablo Pulido, Vice President, Marketing, Animal Planet. “CGH is known for developing iconic brand marks and I’m excited they delivered a truly global mark for Animal Planet.”
“We are thrilled to be working with Animal Planet and wanted to capture the energy and joy of this beloved brand. Building on Animal Planet’s original mark, the new leaping elephant is fresh and distinctive, and should be able to travel across platforms, audiences and the world.” said Sagi Haviv, partner, Chermayeff & Geismar & Haviv.