The globe has always been at the heart of Discovery’s brand, and the network wants current and future fans to know it. That’s the reasoning for its new rebrand campaign that debuted on its digital and on-air platforms beginning April 1.
Centered around its new tagline “The World is Ours,” the refresh comes paired with a fresh design aesthetic and series of spots featuring stars from shows such as Deadliest Catch, Expedition Unknown and Alaskan Bush People singing along to Blue Swede’s “Hooked on a Feeling.”
“We wanted to capture Discovery’s unique talent in the midst of their real-life environments, and to also have them blend seamlessly together for a celebratory single message,” said Peter McKeon, creative director/director of Los Angeles-based AV Squad, which assisted Discovery with the rebrand. “By incorporating the catchy song ‘Hooked on a Feeling,’ and by occasionally breaking the fourth wall, we were able to convey a fun, united and cohesive message: The World Is Ours.”
The network also debuted a new on-air logo that features a spinning globe inside the letter “D,” while the static image shows all seven continents. The focus on the globe is intentional, reminding viewers of Discovery’s global presence and ability to make audiences “fall in love with our planet and the people, places and stories that make it home,” according to a statement.
“Discovery’s global rebrand celebrates the legacy of our brand while refreshing it for the future. It was important for us to remind our fans who we are at our core while extending it out to the next generation,” said Lara Richardson, group executive vice president, marketing, for Discovery and Science. “‘The World Is Ours’ tagline represents what Discovery has always stood for and continues to be the driving inspiration for our future.”
The network also announced a new 10-year partnership with BBC Studios on Monday, effective in all territories outside of the UK, Ireland and Greater China. The deal includes a structured split of UKTV, Discovery’s acquisition of BBC content for its SVOD service, and a new development arrangement for future content.
Under the terms of the UKTV deal, which is expected to close this spring, Discovery will take full control of lifestyle channels Good Food, Home and Really, adding to its existing portfolio of 16 channels in the UK. Meanwhile, BBC Studios will acquire the remaining seven channels—Alibi, Dave, Drama, Eden, Gold, Yesterday and W—along with digital player UKTV Play and the UKTV brand.
“This is brilliant news for audiences here as it will enable the BBC to invest even more in factual programming for them,” said Tony Hall, director-general of BBC, in a statement. “That’s also why BBC Studios taking control of the UKTV channels that best fit our programs is good news. It means a secure future with long-term commercial returns. The UKTV team has done a fantastic job and I am delighted that will continue.”
On top of the UKTV division, Discovery has acquired SVOD rights to BBC’s factual genres, including history, nature, and design documentaries. The acquisition comes ahead of the launch of Discovery’s subscription streaming service, which is set to launch sometime in 2020.
“This is our largest ever content sales deal,” Hall said. “It will mean BBC Studios and Discovery will work together to take our content right across the globe through a new world-beating streaming service.”
And after successfully partnering on natural history series such as Planet Earth, Walking with Dinosaurs, Life and Blue Planet, they will now co-fund a dedicated development team within BBC Studios to create new factual content for Discovery.
“As the two market leaders in landmark natural history and iconic factual programming, Tony and I look forward to working together again…” said president and CEO of Discovery David Zaslav. “Discovery will be taking that expertise and creating the definitive global streaming product for curious and passionate viewers of all generations who want the most trusted, family friendly storytelling in the world.”