The brief
I was brought into the Discovery Creative London team to help conceptualise and design the overall identity for Animal Planet. The brief was to reinvent the tv channel as a global brand for the multi-platform age, starting with a brand new logo mark created by Chermayeff & Geismar & Haviv.

The solution
Animal Planet's new purpose is to provide a natural antidote to our hectic lives. As a result, the design approach is deliberately clean, simple and uncluttered, imbued with an organic sensibility. All on-air and off-air elements are based on different crops of the leaping elephant mark, looking like the frame/image has been amicably clawed by a tiger. Other key features of the rebrand include a limited colour palette derived from the logo mark, a customised lowercase typeface and minimal information, in a ruthless drive for simplicity.

Credits
Art Directors: Alessandro Foschini and Sam Dunn
Producer: Sue Dhaliwal
Designer: David Cameron
Logo Design: Chermayeff & Geismar & Haviv
Logo Animation: Antonio Campollo
Typeface: Connary Fagen

2019 Promax Europe Silver Winner - Channel Logo Design Across Multiple Media