Viewpoint Creative Redesigns Discovery Channel Logo and On-Air Identity

Discovery Channel turned to Boston & LA-based creative agency Viewpoint Creative to develop a revitalized logo and on-air identity that would leverage the equity of its signature "globe" icon and tap into the immersive quality of the brand.

Discovery Channel unwraped the new logo and on-air look during the season premiere of Deadliest Catch, the network's highest-rated series, which returned for its fourth season on April 15.

"Viewpoint Creative is thrilled that Discovery put their trust in us to develop the mark for one of the world's great brands and preeminent television networks," Michael Middeleer, Viewpoint's Executive Creative Director said.

"The challenge was to preserve the globe that is so integral to the brand, yet find a way to make it even more connected to the name Discovery."

The Viewpoint solution was to fuse the globe more closely with the "D" in Discovery.

By linking the globe into the "D" the world and the brand are interconnected as never before.