Animal Planet

Dunning Eley Jones has designed the re-branding of Discovery Communications' Animal Planet channel, commissioning Mooschool to help produce the international on-screen HD programming package.
Animal Planet is one of Discovery Communications' best-known channels but viewing figures have stagnated over the last few years so its cute and cuddly image has been shed and more programming specifically aimed at adults has been added.
Dunning Eley Jones were briefed to create a look that expressed the channel's values: instinctive, immersive, playful, emotional and entertaining. Mooschool created bold typographic animations in Cinema 4D that emulated animal behaviour but also provided various promo elements as After Effects projects enabling the client to make modifications to the programme information.
The new identity went on air on February 3 in the US and the international rollout is planned for the summer.