Three years ago, Discovery Networks closed down its eco-living TV network Planet Green and replaced it with Destination America, a network that celebrates "the people, places, and stories of the United States", which turned out to be a lot of wrestling, BBQ and ghost hunters. After a period of rapid growth, the network was refreshed last month with a new graphics package and retooled logo, everything done by LA-based Ferroconcrete.
The old package was seen as limiting and was replaced by more proudly red-white-and-blue one. It features an extensive set of icons to symbolise the channel's varied programming.
"Just 3 years old, Discovery Network’s Destination America ranks as one of cable's fasting growing networks. Their initial branding package was limited and did not go far enough to represent the diversity of their programming. They needed a brand refresh to make loyal viewers renew their vows while making new ones swoon and fall in love.
We developed a visual identity system that delights in Destination America's homespun lineup of all things good: fun, food and phantoms. Playful, animated icons combined with a vibrant color palette pack punch and inject whimsy giving the network a cohesive look and feel. The system is bold and nimble to support current initiatives and expandable for future programming. The tone of voice now matches the spirit of the network: a celebration that's loud and proud like the 4th of July and worthy of its tagline: Destination America, the United States
of Awesome." - Ferroconcrete