Discovery Channel, long the US media darling, has had the unenviable task of needing to live up to some big expectations. The network has an ambitious new programming slate, a reinvigorated promo platform, and a renewed focus on delivering value to advertisers. The brief in short: “Refocus Discovery’s well-established brand identity by connecting viewers directly to the talent.”
Here’s a tidy little montage of Discovery Channel’s 2011 refresh, which includes image spots, network IDs, promos, as well as some shots from the channel’s upfront presentation (including the network’s custom three-screen setup). The refresh was developed by LA-based Troika Design Group after a comprehensive review.
On a wholly separate but related note, keep an eye out for my (very soon) upcoming feature on Discovery Channel UK’s latest refresh which incorporates some strategic branding elements which look to build a common vision across the global brand.