Animal Planet gets wild with new look

The US version of Discovery Communications’ Animal Planet has been given a visual overhaul and repositioned itself as an edgier, more adult-focused channel.

The new on and off-air identity was designed by UK agency Dunning Eley Jones and launched in the US yesterday.

"We wanted to bring animals to the fore," says Dunning Eley Jones creative director Brian Eley. "In terms of the brand, it was to be an entertainment channel and not an observational channel dedicated to documentaries. We tried to bring it back to basics. The result is sophisticated and bold but also raw."

The visual refresh ties in with the channel launching a slate of new programmes, many of which are targeting an adult 25-to-49-year-old demo rather than a family audience.

Animal Planet also has a new tagline: ‘Same Planet. Different World’.

The channel’s programme line-up and target demo is different in different parts of the world, but the rebrand is expected to follow in international territories.