# Discovery new logo (2019)

> Discovery launched a new logo in Apr 2019, designed by Roger. Apr 2019: globe-D roundel with small wordmark replaced by bold 'Discovery' wordmark with flat globe in the D.

## Key facts

- Brand: Discovery
- Launched: Apr 2019
- Studio: Roger
- What changed: Apr 2019: globe-D roundel with small wordmark replaced by bold 'Discovery' wordmark with flat globe in the D.
- Why: Discovery's refresh aimed to build on existing equity while modernising and simplifying the brand.
- Industry: Media
- Logos: https://rebrandlog.com/logos/discovery-2019/before.svg (before), https://rebrandlog.com/logos/discovery-2019/after.svg (after)

## The rebrand, explained

Discovery's channels reached more than 220 countries and territories, but the flagship network had never had one look around the world. On 1 April 2019 it launched a global rebrand under the tagline The World Is Ours, with promos of stars from Deadliest Catch, Expedition Unknown and Alaskan Bush People singing along to Hooked on a Feeling. Lara Richardson, group executive vice president of marketing for Discovery and Science, said it celebrated the brand's legacy while refreshing it for a new generation.

Design and branding agency Roger worked from the existing D-and-globe convention. Its insight was that the negative space of the continents on a graphic globe could balance the circle well enough to read as the stem of the D. After trying abstract and classic map projections, the team chose a traditional map layout adjusted to fit the circle, so every region of the planet appears in the static mark; on air the globe spins. Braden Wheeler, who worked on it at Roger, said the aim was to build on existing equity while modernising and simplifying.

The old roundel with a small wordmark gave way to a bold wordmark with the globe inside the D. Around it Roger built the D-Frame, a mortise shape taken from the mark's curve that frames footage and branded elements, and set the system in Sharp Sans from Sharp Type, chosen to suit both truck-repair shows and wildlife documentaries.

Coverage was positive; Transform described the rebrand as a simple delight.

The Hollywood Reporter covered the launch with the tagline The World Is Ours and a set of promos in which stars of Deadliest Catch, Expedition Unknown and Alaskan Bush People sang along to Hooked on a Feeling. The on-air logo put a spinning globe inside the D, the static version showing every continent. Lara Richardson framed it as a reminder of who Discovery is at its core, extended to a new generation. A globe in a letter is not a daring idea, but for a network in 224 countries and territories it is at least an honest one.

It is an exemplary evolution. The D-globe was already Discovery's, and Roger made it simpler, more legible and more literal at once, with every continent present. The D-Frame is the cleverer tool, giving a channel that lives on footage a way to brand it without covering it.

In short: A smart, literal redraw of the D-globe, with every continent and a useful frame.

## Sources

- https://www.hollywoodreporter.com/tv/tv-news/discovery-launches-global-brand-refresh-1198545/
- https://lbbonline.com/news/roger-redesigns-global-brand-identity-for-discovery
- http://www.transformmagazine.net/articles/2019/discovery-channel-s-rebrand-is-a-simple-delight/

## Cite this

Rebrand Log, "Discovery new logo (2019)", https://rebrandlog.com/rebrand/discovery-2019/, last updated 2026-10-20.