For this project, I was tasked with doing a complete Corporate Identity Re-Brand for the Discovery Channel. I need to redesign the logo, and make an identity that would better suit the Discovery Channel. This new identity would better represent the core values of the Discovery Channel. I need to create a new logo, 4 TV idents, a ticker tape and a schedule filler.

How might we redesign the identity of the Discovery Channel to better represent their core values?

The concept behind my re-brand is "to discover" and thus the logo was made. I have half of the D be part of a magnifying glass, and I didn't want to do it on the O because that was obvious. I then based all my animations on this logo and have everything be "discovered" via the logo.

The concept for the idents were people discovering something. So each ident has a person or two discovering something unique, be it a sunken ship, or the results of an experiment. People use magnifying glasses to look for something, or in this case to discover it. That is why I had the icon appear and break into the logo, the idea behind that icon is looking for the "logo".

The ticker tape functions the same as the idents, the icon appears in the left hand corner, and it breaks further to reveal the shows. The idea was that you get to "see through" the magnifying glass.

The schedule filler is a combination of the Idents and Ticker Tape. The icon appears in the middle of the screen, and breaks apart to reveal the schedule.

Discovery - Scott Buckley

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