Marked with a fresh logo of an elephant leaping through the air, Discovery’s Animal Planet is launching its new global brand identity under the leadership of Global President Susanna Dinnage.

“Animal Planet has been a much-loved brand around the world for more than 20 years and the time has never been more right to engage with mass audiences across every platform who are as passionate about animals as we are,” said Dinnage in a statement. “We are able to reach all generations through our content and storytelling – we are here to entertain and delight by bringing people up close to animals and nature. With recent successes we go from strength to strength as we position Animal Planet as a global brand leader.”

Besides the logo, which was designed by New York-based graphic design firm Chermayeff & Geismar & Haviv (CGH), Animal Planet also is pushing ahead with a repurposed global brand strategy that includes providing a multi-platform viewing experience for every member of the family.

“Building on Animal Planet’s original mark, the new leaping elephant is fresh and distinctive, and should be able to travel across platforms, audiences and the world.” said Sagi Haviv, partner, Chermayeff & Geismar & Haviv, also in a statement. Chermayeff & Geiser & Haviv also has created world-renowned logos for NBC, Showtime, PBS, NYU, Chase Bank and the US Open.

The branding first rolls out in the U.S. and the U.K. on Sunday, Oct. 28. That day also will feature the global series premiere of Crikey! It’s the Irwins (trailer above), an animal-focused show that stars the wife and kids of globally adored animal lover Steve “The Crocodile Hunter” Irwin, who was killed in 2006 after receiving a stingray barb to his heart in a freak accident.

Besides the Irwins, Animal Planet also is introducing Amanda to the Rescue, in which dog-lover Amanda Giese and her family save animals in need, and the return of Big Cat Tales, which follows Jonathan and Angela Scott and Jackson Ole Looseyia as they submerge themselves into the lives of some of the world’s most beautiful predators.

The rebrand will continue to be released across the globe, with a goal to have it completed by the end of the first quarter of next year. Animal Planet is currently seen in 360 million homes in more than 205 countries and territories.

Tags: animal planet chermayeff & geismar & haviv rebrand susanna dinnage

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