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Discovery Channel to launch new logo on March 29
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Discovery Channel will launch its new logo in the Asia Pacific region on March 29. The new brand identity continues to use the signature globe, which is linked into the letter 'D' of Discovery in the current logo.

Boston based Viewpoint Creative and Los Angeles based Royale have developed the revitalised look of the channel. The new logo was first implemented in the US in April 2008, followed by the UK in February, and has now reached the Asia Pacific region as well. The new look of the channel will be supported by an on-air brand campaign across the region from March 29.

Rajiv Bakshi, director, marketing and communications, India, Discovery Networks Asia-Pacific, says, "The channel will continue to bring enthralling and spectacular content from the best of factual entertainment. The on-air campaign for the new identity continues from the 'The World is Just Awesome' campaign launched late last year, celebrating everything positive in the world."

Bakshi adds that the stylised earth, the colour palette and the fresh typography, all combine to bring the mark more in line with Discovery's global image. The mark can also separate the 'D-globe' as a single entity in order to create a unique and dynamic icon. This icon can be used as a shorthand 'identifier' in the future.

Rahul Johri, senior vice-president and general manager, India, Discovery Networks Asia-Pacific, says, "The new logo reflects a fresh, contemporary feel, symbolising our commitment to deliver refreshing and inspiring programmes."

For the record, Discovery Channel is the flagship brand of Discovery Communications, which creates non-fiction programming.

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