After extensive research, the decision was made to rebrand and reposition Discovery Knowledge into Discovery History “a niche proposition of presenter led factual programming, where the greatest stories are told by the most passionate people”.
The rebrand marks the first launch of a dedicated history channel for the Discovery network globally, buoyed by an ambitious and fascinating commissioning slate fronted by talent including Dan Snow and Lord Michael Ashcroft.
As you might remember, Discovery Civilisations was rebranded as Discovery Knowledge back in 2007, when the channel focused mainly on history, engineering, and crime.
Discovery UK head of programming Dan Korn explains, “There was always some confusion with BBC Knowledge. Discovery History will be clear and unambiguous.” He adds that the Knowledge brand had confused viewers as it was insufficiently “distinct or bold”.
The new positioning takes Discovery History’s focus to “the only UK channel dedicated to factual history”, a counter challenge to category arch-rivals History and Yesterday. Led by the team at Discovery UK Creative, the talent spots were helmed by Brothers and Sisters, with idents, logo, and OSP designed by Pete & Tom.
A special thanks to Discovery UK, VP On-Air Marketing/ECD Federico Gaggio and Marketing Director Tim Hughes for sharing the work and campaign insight. Would also like to highlight Discovery UK Creative’s new dedicated site and blog, which showcases a number of recent branding, design, and promo projects including notable work for Discovery Turbo and (personal favourite) Bear Grylls. Check it out.
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