Animal Planet Launches New Global Brand Identity
Today, Animal Planet Global President Susanna Dinnage announced that Animal Planet, one of Discovery, Inc's great global networks, has a new brand identity as part of a worldwide strategy to take the network forward as a global brand leader. With globally-appealing programming and talent faithful to new brand values, Animal Planet's mission is squarely centered around keeping the childhood joy and wonder of animals alive by bringing people up close in every way. The Animal Planet global brand identity will provide a multi-platform experience for every member of THE FAMILY and begins as a phased rollout on Oct. 28 in the U.S. and UK followed by all remaining countries and territories by the end of 1Q19 to create brand and content consistency across Animal Planet which is currently in 360 million homes in more than 205 countries and territories.
Animal Planet appointed Chermayeff & Geismar & Haviv (CGH), an an independent New York-based graphic design firm specializing in the development of trademarks and identity programs, to design the Animal Planet global brand mark which is optimised for use across multiple platforms, responsive in digital and allows for the brand to diversify into products and services. Among others, marks created by CGH include the current mark for NBC, Showtime, PBS, NYU, Chase Bank and US Open.
Off the heels of 2018 successes ranging from Animal Planet's highest rated quarter (1Q18) in Prime among Adults 25-54 in almost two years (2Q16) to the network's successful first-ever global series premiere of Dodo Heroes, the most-watched 2018 freshman series to date, Animal Planet will blend consumer's highly valued personal connections with animals with powerful natural history storytelling and content designed for optimization on all screens and platforms.
"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. "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."
"Animal Planet required a mark to represent the global aspect of the brand, as an experience that translates across countries, regions and cultures and BEYOND linear: a platform agnostic approach," said Pablo Pulido, Vice President, Marketing, Animal Planet. "CGH is known for developing iconic brand marks and I'm excited they delivered a truly global mark for Animal Planet."
"We are thrilled to be working with Animal Planet and wanted to capture the energy and joy of this beloved brand. 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.
Animal Planet's upcoming programming will expand on previously announced original series, beginning with the global series premiere of CRIKEY! IT'S THE IRWINS which provides a rare front row seat to the Irwin family's global wildlife adventures as audiences are introduced to the amazing animals and wild places that continue to inspire their conservation work that carries on Steve Irwin's mission to bring people closer to animals and ignite the connection that will ensure an abundance of wildlife for generations to come. (Eureka-14 episodes)
Other new series to premiere with the Animal Planet global brand rollout include:
· AMANDA TO THE RESCUE - With a joy and passion larger than life, Amanda Giese welcomes an eclectic group of dogs into her home in Washington State that others have given up on. Amanda believes kindness is cool and that every animal has hope. Alongside Amanda are her two kids, Jade and Beast, and her partner Gary. Together, THE FAMILY cares for animals in need and helps them get the second chances and loving forever homes they deserve. AMANDA TO THE RESCUE premieres Sunday, Oct 28 at 9PM. (Indigo Films-10 episodes)
· BIG CAT TALES is a five-part television event that premieres Monday, Oct. 29 at 8PM, which marks the return of Jonathan and Angela Scott and Jackson Ole Looseyia to Animal Planet where they were first seen by U.S. audiences beginning in 1999. BIG CAT TALES, filmed in vivid 4k, is a stunning, all-new natural history series that will take audiences on epic journeys that will submerge them into the world of big cats for a first-hand look as their families evolve, cubs grow and lives ebb and ?ow, bringing the mix of joy and excitement that make these big cats so irresistible. BIG CAT TALES airs from Monday, Oct. 29 - Friday, Nov. 2 at 8PM ET/PT. (Untitled Film Works-five episodes)
Animal Planet is in active development and production on more than 25 new series that will inspire the brand's audiences around the world, to be announced later this year and in 2019.