Animal Planet Launches A Bold New Look
ANIMAL PLANET, the world’s only entertainment brand dedicated to the unique relationship between people and animals,
will officially launch a bold new look in October 2008 in New Zealand. Celebrating 10 years of broadcasting in
international markets, the new ANIMAL PLANET will highlight gripping and exciting stories designed to appeal to an adult
audience seeking compelling entertainment.
“We are transforming the look, feel and storytelling of ANIMAL PLANET in order to deepen our relationship with
audiences, affiliates and advertisers alike and target more adult viewership,” said Phillip Luff, SVP and General
Manager, Animal Planet International. “The new ANIMAL PLANET is full of exciting, instinctual stories that will bring
out the raw, visceral emotion in the natural world and lead viewers to see animals as characters, not merely creatures.
ANIMAL PLANET is a place where animals rule and viewers are captive.”
In addition to a dynamic new logo and a vibrant on-air graphics package, the new ANIMAL PLANET will offer viewers a
variety of new programming including the stunning, immersive nature films for which the network is renowned as well as
quality doco-soaps, doco-dramas and ground-breaking CGI that brings to life the amazing diversity of the animal kingdom.
The new slate will tap into the primal instincts that drive us all – maternal, survival, social, killer and sexual –
with fascinating stories that resonate with what it means to be human. Ranging from raw, emotional and passionate to fun
and humorous, the new content will explore close-up encounters with wildlife, follow heroic crusaders as they go into
battle to protect the animal kingdom and highlight the joy of sharing life with devoted animal companions.
Lester Mordue, Creative Director, Animal Planet International, oversaw the development and international rollout of the
new identity in partnership with ANIMAL PLANET in the United States, which launched the new look earlier this year. “The
new creative package is much more than just a fresh look, it’s a revolution,” said Mordue. “After conducting extensive
audience and trade research, we knew we had a unique ability to connect on an emotional level with our audience and the
new logo, developed by London-based Dunning Eley Jones, enabled us to explore a more revolutionary direction.”
Other components of the new look were created by London-based Duke (on-air and off-air toolkits), Lipsync (on-air teaser
campaign) and Milton Mordue (channel idents and bumpers).
About ANIMAL PLANET
ANIMAL PLANET is the world’s only brand that immerses viewers in emotional, engaging and passionate content devoted to
animals – from wildlife to pets. ANIMAL PLANET connects humans and animals with rich, deep content and offers animal
lovers access to entertainment, information and enrichment via multiple platforms including television, online (at
discoverytv.com) and merchandising extensions. ANIMAL PLANET is available in over 315 million homes worldwide. First
launched outside of the United States in Europe in 1997, ANIMAL PLANET is a joint venture between Discovery
Communications and BBC Worldwide in all international regions except the UK and Italy.