The branding campaign will air during the premiere of the channel's new reality series "Last Man Standing," a BBC co-production that will follow three Brits and three Americans across the globe as they participate in ritualistic sporting events.
'The Spock Market'
Spearheading the re-branding effort is Discovery's new creative agency of record 72andSunny, which won the account after a review. The Los Angeles-based agency has worked on previous branding efforts for cable networks such as USA and Comcast's G4, for which they created an interactive "Star Trek" game called "The Spock Market."
Glenn Cole, co-founder of 72andsunny, said he saw a lot of untapped potential in Discovery's desirable audience that the network could unlock without making any dramatic changes to its programming schedule. "They just needed a voice -- they have a really fun, dynamic voice in their programming, and we want the network to speak from the same place. The voice they speak to people with is a little focused on the 30-or-older set, so this will open it up to a younger audience without excluding others."
Dan Bragg, creative director for the Discovery Channel, said increased competition from other cable networks echoing Discovery's programming was also part of the need for a more unique brand identity.
"We're not trying to reinvent the wheel; we don't want to alienate current clients. We're just trying to create more of a destination that younger people might be attracted to. We're trying to capitalize on the opportunity Discovery has to become more culturally relevant."
The Discovery Channel is the most widely distributed cable network in the U.S., with carriage in more than 94 million homes.