Discovery Communications’ Military Channel (US), seen in 55 million homes, has launched a comprehensive new brand identity. The channel, as you might remember, was originally launched in Sept 1999 as Discovery Wings. It was rebranded Military Channel in 2005, and has since grown a loyal following.
“We were looking for a network redesign that was true to our values but also unique and sophisticated,” said Alberto Enriquez, a consulting Creative Director for Discovery. The brief included a goal to provide Military Channel with a clean, consistent style that incorporated technology, history, and elite forces along with a solid informational hierarchy. The multi-stage rebrand includes a new on-air graphics package as well as an anthem promo launch campaign. The rebrand was helmed by Denver based studio Impossible.