Discovery UK has rolled out its biggest ever integrated brand refresh across its free-to-air portfolio, including Quest, Quest Red, Really, HGTV, Food Network and DMAX. The new branding fully aligns the free-to-air portfolio with dplay, Discovery’s ad-funded streaming service, enabling seamless viewer journeys across channels, platforms and formats.
The rebrand was born out of a research study which highlighted the popularity of dplay amongst consumers and its potential as a unifying umbrella brand for the linear channel brands. It creates a family of channels with a shared on-screen presentation (OSP) and navigation system, facilitating a frictionless transition between the on-air channels and between the linear and streaming brands.
The branding work was created in-house by Discovery Creative London based on a refresh of Dplay Nordics by Red Bee Creative last year.
Rebecca Diver Phillips, VP Brand Strategy, commented: “We are proud to unveil a new visual identity for our free-to-air channels. With dplay serving as the unifying brand, it allows viewers to navigate our content across all platforms in a seamless and entertaining way. We are particularly pleased to have been able launch it at this time, while our ‘stay home heroes’ are tuning in to our channels to watch the programmes they know and love.”
Robin Garnett, VP Branding & Creative, added: “For this ambitious rebrand we’ve adapted a digital-first visual identity to the demands of a linear navigation system, as well as across off-air, social and digital platforms. While the channels each retain their distinct personalities, the shared signature expressions of the dplay brand – inspired by people touching a screen – help to unify our portfolio of brands and create a fluid user journey to discovering more of the real-life content our viewers love.”