DiscoveryCopied

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.