It’s a Small Globe After All

With Animal Planet, the Science Channel, and TLC all looking like distant cousins of its parent company, and namesake channel, it was only an eager matter of time before the Discovery Channel would upgrade its tired identity. While not publicly available yet, the logo was unveiled at Discovery’s upfront presentation the last Monday of March in Chicago, as The New York Times reports, where they also showed a TV ad boasting its new tagline and theme, “The world is just awesome.”The campaign is being developed by 72 and Sunny (whose work is as cheerful as its temperature) and the identity was designed by Boston- and L.A.-based Viewpoint Creative. From another news brief: Discovery turned to Boston-based Viewpoint Creative to develop a revitalized brand mark that would contin