Global Rebrand

The Discovery brand is one that the Radley team has lived and breathed (at home and at work) for years. As fans, we’ve watched Deadliest Catch and Gold Rush set the standard for non-fiction adventure programming. At the studio, we’ve been honored to create campaigns for both iconic series and many other incredible shows. Having previously rebranded the network in 2013, we were very familiar with the challenges of creating a global brand package that encompasses Discovery’s unique identity and diverse programming. 

For the latest rebrand, Discovery once again tapped into our strategic and creative counsel to help develop its brand into something more clean, concise and vivacious in today’s shifting, multi-platform media landscape. Our first step was to evolve the Discovery logo and globe, designing a singular mark that was not only more refined, but also translated seamlessly to the social and digital spaces. Building from that concept, we developed a robust package, digging deep on every detail, from type size, to message containers, to the pacing of each animation element. With a freedom of options between color palette and animation, we developed the package to be clean and clear, while also being fresh, surprising and alive. 

Integrated on the Discovery Go platform, the brand package continues to be featured across Discovery’s on-air television, web, mobile and streaming apps globally.


Identity System Design
Toolkit System
Design & Animation

Logo Design
For the 2016 logo, we created a new mark and typeface by pairing them with a more refined, photorealistic globe. The combination worked as a great “button” across platforms, without sacrificing Discovery’s core brand sensibilities.
Toolkit System
The system we created was clean, raw, energetic and modern. The color palette was anchored by our lead “Oxford Blue” and supporting colors that are interchangeable across all Discovery programming.