After winning a competitive pitch against four of America's top design shops, Discovery Channel US commissioned us to create a new brand identity package to mark their 20th anniversary.

Co-incidentally the channel was also undergoing a major positioning shift - moving away from the wildlife and exploration-heavy content of recent years and towards a less weighty (but no-less intelligent) entertainment focus.

Discovery had undergone several on-air redesigns in recent years, so our big idea was to take the brand back to its visual roots.

Using the Discovery globe and its distinctive 'blue' as brand properties, we created an original and consistent design which infused all of the channel's branding and promotional elements and resolved the channel-versus-programme brand dilemma. The globe was also made the star of ten new idents, all of which were designed to serve as both a branding and a navigational device.

"Red Bee Media came up with the unique idea of using our logo in new and interesting ways - which we thought perfectly demonstrated that we're a channel that is constantly finding new and unexpected ways to deliver our brand of quality entertainment."
Julie Willis, Senior Vice-President Marketing at Discovery Channel