Brief Analysis
In the fast paced corporate lifestyles of society today, its important to always keep logos and corporate identity visually recognizable, while simple as possible, to ensure your company gets recognized in the split seconds its encountered with by an individual day by day. In order to do this, the company needs to incorporate its promise and values of its character to the logo to help solidify the visual connection of logo to identy.
The requirements of the brief were exactly this, create a new corporate identity for discovery channel. This included a completely new logo, which had to be animated into a logo reveal in the form of an ident, a ticker tape animation to be placed over existing footage from a dicsovery channel show, a schedule filler of upcoming shows on the rebranded chan- nel, and finally a simple mobile UI set to illustrate the rebranded components.
Logo Generation Process
Final Logo
With regards to the logo, I wanted to illustrate how professional the Discovery Channel actually is and the high quality imagery that they provide with their viewers which could be overlooked at times. For this reason, the logo incorporated a modern and sleek san serif typeface, being Brandon Grotesque in Regular font weight, to embrace the integrity and quality driven characteristics of the brand.
The design emphasizes negative space and no colour other than black for ease of application across all media and video footage. The icon of the logo was created using simple geometry and no sharp lines whatsoever to keep the design sleek and easy on the eyes while maximising its scalability across TV media or Phone screens.
Idents and Logo Reveal
The logo reveal used for the set of 4 idents were kept simple and minimal and to ensure the viewers are not overwhelmed and distracted when watching the channels shows, but had enough movement and character to hold their attention. The Logo reveal utilizes a lot of fading techniques and simple masking techniques.
The reveal starts with the fading in of the icon and popping sequence of the sun above the mountains which is shortly followed by the masking of the type element. Just before the entire logo fades out to reveal the background, the sun animates beneath the mountains via a mask, which intends to grab the viewers attention where they are most likely forget about whats infornt of them or dismiss the animation presuming its complete or done.
Mobile UI
Finally, the UI was designed to simply help engage the viewers with their favourite Discovery shows. This was achieved by including show lists under the genres or show blocks, such as shark week or turbo night, and their respective airing times on a schedule for if the viewer wishes to tune in or set a reminder for when the show is about to air.
Thank You
