DCL was commissioned to reinvent the much-loved tv channel as a global brand for the multi-platform age with a brand new logo.

Animal Planet’s stated purpose is to provide a natural antidote to our hectic, always-on, man-made world.

As a result, our approach is deliberately clean, simple and uncluttered, imbued with an organic, living and breathing sensibility.

All elements are based on different crops of the leaping elephant mark, a limited colour palette, lower case typeface and minimal information, in our ruthless drive for simplicity. Playful ‘brand moments’ were then created with logo animations, idents, shortform content and an audio mnemonic.


Brand Board

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