Discovery Rebrands HD Theater to Velocity- A New Channel for Upscale Men


Discovery has just revealed the bold new look for Velocity, a new channel targeted at affluent men; showcasing the best in automotive, travel, leisure, adventure, and sports programming. The channel was officially launched Tuesday in New York with fashion models, brightly colored sports cars and (of course) proper martinis.


Robert S. Scanlon, Velocity SVP explains, “In the same way that a car once defined the person who drove it, Velocity will define the viewer who watches it. Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment destination.” The rebrand was led by Denver-based creative agency Impossible.


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Filed under branding, channel identity, ident

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