Back in October, it was announced that Discovery Networks International were launching a new free-to-air channel in Spain, called Discovery Max. The launch took place yesterday, January 12. Shortly before that, it was revealed that UK design agency Form had created the logo and visual identity system for the new channel. The on-air identity is credited to Discovery's in-house team in London.
Form created a simple logo with "gravitas" and a signature upwards slant which is repeated in other marketing material. The blue gradient seen in the primary version of the logo is supplemented by alternative red, yellow and green palettes.
A clip from the initial transmissions, with ID spots and promos:
The text from Form's case study, republished here for posterity:
Discovery Networks International commissioned us to create a logo and full off-air identity system for their new free-to-air channel ‘Discovery MAX’ launched in Spain.
We have created all versions of the logo (for use across a multitude of materials), a comprehensive identity system and styleguide which covers the design of print and outdoor advertising, event banners, presentation templates, stationery and merchandise. The system was designed to work with the on-air identity developed by Discovery’s creative team in London.
We felt the brand identity needed a sense of dynamism, yet link to the overall Discovery Network’s identity. We opted for a simple aesthetic with gravitas - a new channel identity needs to look instantly reliable.
A key part of the identity are large, impactful images (sourced from the programmes themselves) which communicate energy and adventure, as well as identifiable personalities which have immediate connection with the viewer.
A key identifier of the logo, and overall visual language is a dynamic ‘upwards’ angle, applying to imagery and all graphic panels.
A colour gradient system is also a key part of the identity.
The primary vivid blue fade colourway is reminiscent of the globe, sea, nature.
Secondary palettes exist in red, yellow and green.
“We are very happy with the results of the Discovery Max identity which fits and exceeds the demands of a challenging brief. It has been great working with Form. They are a very creative team, highly professional, and always responsive. I also found them open to collaboration and great on delivery.”
Federico Gaggio - VP, Executive Creative Director Discovery Networks Western Europe