Discovery Channel is considered to be one of the many leading channels in depicting the world as it is and as it could be. The shows on Discovery Channel are, as told by its viewers, experimental, authentic, full of adventure, inspiration and heavy in the theme of exploration. These concepts are essentially what is depicted throughout the content of this brief, especially in the idents and schedule filler content. A different, modern take on the current Discovery Channel aesthetic is taken, with close consideration to the brands identity and stance or purpose in the media.
The logo is made up of a simple sans-serif typeface, in the bold font (Graphik Bold). This is done in order to ensure simplicity, legibility in relation to the graphic elements of the project, readability, memorability and urgency (making the viewer see only what is important). The graphic of an eye replaces the standard ‘O’ in ‘discovery’, emphasizing the idea of looking, seeing and essentially, the process of discovering. The logo reveal also uses these ideals as influence but also adds a natural or realistic aspect in the act of the blinking of the eye.
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The concept of what can be seen of an object or a place ‘inside and out’ is taken throughout every element of the project, from the idents to the mobile app schedule. In the idents and the schedule filler specifically, black and white images are used in relation to colourful videos that are simultaneously interacting with one another.
The rotation of half of a black image in the background of the idents contrasting with the movement of a video and bright coloured spaces, almost forces the viewer to interact with each element simultaneously and separately all at once, allowing them to discover the relationship between the contrasting content.
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The schedule filler and tickertape aim to be informative and eye-catching through the quick introduction of textual information, such as, the name of the television show. The process that the schedule filler and tickertape take of revealing information matches the blinking of the eye in the logo reveal to create consistency within the brand identity.
A line is used to separate information in both these parts of the project in order to ensure readability and legibility atop complex backgrounds. The schedule filler uses, very slightly, darker colours than the other elements within the brand identity in order to ensure the text is legible and readable on the black and white image and the colourful moving video.
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The media has a modern yet nostalgic element to it due to the colours that are used – contrasting bright colours in video to black and white in imagery. The bright, some neon and some deep, rich shades of colours leave the effect of high-quality content that is captivating and eye catching as it contrasts the deep shades of black and brilliant whites. The same ideals are applied in the mobile app schedule, with the text being the main focus upon a dark, not black but almost deep navy, background. This time the static images are colourful to create differentiation between content.
Overall, this rebrand aims to inspire people to want to discover, watch the channel and interact with it, instill a sense of wonder and amazement through contrasting, yet similar and familiar content.
