Discovery rolls out its biggest ever integrated brand refresh in UK | Major Businesses | Business
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Aligning its free-to-air channels— such as Quest, Quest Red, Really, HGTV, Food Network and DMAX — with that of its dplay ad-funded streaming service, Discovery UK has given a consistent look and feel and viewer journey to its channels, platforms and formats.
Discovery FTA Promo Endboards 7April2020
Discovery says rebrand was born out of a research study which highlighted the popularity of dplay amongst consumers and its potential as a unifying umbrella brand for the linear channel brands. It creates a family of channels with a shared on-screen presentation (OSP) and navigation system, facilitating a seamless transition between the on-air channels and between the linear and streaming brands.

The branding work was created in-house by Discovery Creative London based on a refresh of dplay Nordics by Red Bee Creative in 2019. It comes on the back of a successful year for Discovery UK in 2019, which among other records, saw five of the six free-to-air channels achieve their best years ever for audience share. Strong performance on linear was buoyed by the launch of dplay as an AVOD aggregator in Q4, which was up by 120% for content views on its predecessor QuestOD.

Commenting on the rebrand, Rebecca Diver Phillips, VP brand strategy for Discovery UK said: “We are proud to unveil a new visual identity for our free-to-air channels. With dplay serving as the unifying brand, it allows viewers to navigate our content across all platforms in a seamless and entertaining way. We are particularly pleased to have been able launch it at this time, while our ‘stay home heroes’ are tuning in to our channels to watch the programmes they know and love.”