Discovery: The World is Just Awesome

Discovery Channel has a new logo, a new ad and a new tag line. (TV spot via 72 and Sunny. Logo via Viewpoint Creative.)

Maybe I'm reading into it too much, but ever since someone called out that the "smile" on the Amazon.com logo is actually an arrow linking the A to the Z, and Faris reminded me of that bit not long ago when he noted the arrow in the FedEx logo, I've started looking into new logos more.

Anyway, it looks like maybe the "c" and the "o" are kind of forming an infinity sign, which if it's true and equates to there being infinite things about Earth that we can discover, well, that's kind of cool. Or maybe they're forming the viewing end of a pair of binoculars? I know. Now I'm really stretching.

The ad was fun. It definitely caught my attention. And now the song is stuck in my head. Overall, I liked it.

So, there's my over-thinking this stuff... What are your thoughts?

[found]

Comments

[Crawford]

Oh, c'mon, let yourself love it. You know you want tot.

[Faris]

re: looking into logos:

http://www.theregister.co.uk/2008/04/22/ogc_logo/

fxx

[marko bon]

Oh I believe I liked that ad a lot. What gave me the warm-fuzzies was that they orchestrated the montage with the personalities from their key shows, a diverse crew of people across many locations, resulting in a subtle (or maybe not so subtle?) display of internal unity -- which ultimately speaks well of the brand.

Or maybe it's because I'm a Bear Grylls fan or that hearing Stephen Hawking say "Humdiada" really *does* make me feel the world is awesome.

[Rob @ Cynic]

As someone who got works with DISCOVERY, I have to say I hate everything about this and have told them so. It's so pro-American in it's stance and execution that it singlehandidly undermines the brands values and value to the entire Middle East/Asian Markets [because of what 'knowledge and information' represents culturally in those regions] and whilst financially they count for a fraction of their US revenues, we all know how that is going to change very soon.

Oooooh I'm Mr Angry today aren't I!

[Jonathan Hester]

Kind of silly Rob. A commercial for an American television channel is too Pro-America for you? Pretty dumb. It's patriotic. There's nothing wrong with that. If anything your views are anti-American.