Thursday, April 5, 2012

New logo: Destination America

Destination America is not yet another tourism marketing campaign. It is an upcoming TV network.

Planet Green, a U.S. TV channel from Discovery Networks dedicated to eco-friendly living, is due to be closed down next month. In its place, Discovery will launch a network called Destination America, "the first network to celebrate the people, places, and stories of the United States", which essentially means lifestyle and exploration programming with American themes.

The rebrand was announced yesterday, April 4, and the logo above came with the announcement. Destination America launches May 28.

The out-going Planet Green logo.

When the channel first launched back in 1996, it was dedicated to instructional programming about cooking, gardening, interior design etcetera. It eventually became known as Discovery Home & Leisure, which was shortened to Discovery Home in 2004. Planet Green replaced Discovery Home on June 4, 2008. The launch identity was developed by the New York agency Open with on-air graphics by Thornberg & Forester, but it has probably been refreshed at some point after that.

Press release (archive)

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