An international brand identity system and delivery suite for Discovery’s global streaming service.
Discovery announced its arrival into the crowded online TV market with the launch of discovery+, a global streaming service that would compete with industry giants by uniting content from an array of international Discovery-owned channels.
In some markets the discovery+ launch represented an entirely new proposition to audiences but, in others, it would replace the existing online TV service, Dplay. With an impending global launch date, we took key elements from the US toolkit to form our starting point, and took on the task of creating a complementary, cohesive visual identity system for international markets that would deliver against both requirements: launching to new audiences or migrating existing ones.
A FLEXIBLE LAYOUT SYSTEM
Delivering an identity system for international markets required intelligent thinking and a smart suite of components to guarantee a powerful brand look and seamless functionality. We introduced a system comprising three key layouts to cater for the needs of multiple markets and different information communication requirements. The first is fully content led, the second uses a simple panel to support type, and the third uses a half circle overlay taken from the curve of the ‘D’ in the logo. We created a fourth legacy option for use in markets transitioning from Dplay (using its ‘brand expression’ asset). Each layout was built to hold a vast number of logo lockup variations, from channel and associate logos, to event logos for sports content.
For maximum functionality, the layout system was created to easily translate from broadcast layouts to social media formats, with comprehensive grids and full usage guidelines for all assets and application requirements.
A SUITE OF GRADIENTS
Creative development for the US launch of discovery+ gave us a logo as a starting point for the international brand. Taking inspiration from the spectrum of colour within the icon, we created a suite of vibrant gradients for use across all on-air and marketing assets. These include two variants dedicated to masterbrand communications, plus a range of content variants spanning lighter and brighter colours for genres such as reality and comedy, and with darker options for more serious content.
A COHERENT AND OWNABLE LOOK ACROSS PLATFORMS
Our key layouts, combined with the use of a chosen gradient background, make up the basis of all discovery+ on-air, marketing and social assets, creating a seamless connection between the linear, digital and out-of-home brand experiences.
A COMPLEMENTARY SPORT SYSTEM
With sport making up an important part of the discovery+ offer, we were tasked with developing a more expansive package for the genre.
EXPANDING ON CORE PRINCIPLES
To reinforce the core discovery+ brand identity and ensure visual consistency across all genres, the Sport promo packaging follows the masterbrand principles: using the same layout system and information hierarchy, but on a dedicated Sport gradient background to clearly signify to viewers that they are within the discovery+ Sport space.
INTRODUCING A NEW SPORT ELEMENT
Due to the nature of sports marketing, requiring a huge amount of social media content to be created, we introduced a series of textural patterns. Born out of the Discovery globe, the cylindrical tubes can be applied to imagery in a range of colourways stemming from the primary discovery+ palette, bringing an added sense of drama and dynamism to social feeds.
“Delighted to have had the chance to work with Red Bee again on this project. We had an intense delivery timeline, asking Red Bee for a very quick turnaround to support our endeavor for a global launch of discovery+. It was a challenging project, requiring creativity, agility, patience and an understanding of the demands for alignment along the way. As always, Red Bee responded with professionalism, energy, enthusiasm and understanding and delivered great work and on time.”
REBECCA RØRMARK, VP MARKETING, DISCOVERY NETWORKS NORDICS