Form sets look for Discovery Max

Discovery Networks International is launching the new free-to-air channel ‘Discovery MAX’ in Spain on January 12th, with a logo and identity system created by Form.

Targeted at a broad audience, the channel will offer a variety of programming including wildlife, motor, cooking, docurealities and extreme survival. Art direction for the new identity is by Paul West/Paula Benson at Form.

“Discovery MAX programming will champion the people that escape convention and challenge the rules, the ordinary people who go out and do extraordinary things,” said Benson. “These larger-than- life characters show what life’s really all about with guts and passion, and their stories prove that real life is a lot more exhilarating than fiction.”

“We therefore felt the brand identity needed a sense of energy and dynamism, but also link to the overall Discovery Network’s identity. We opted for a simple, direct aesthetic, with gravitas – a new channel identity needs to look immediately reliable.”

Benson said a key part of the identity was the large, impactful images sourced from the programmes themselves – “imagery which communicates energy and adventure, as well as identifiable personalities such as Bear Grylls, which will have immediate connection with the viewer.”

The logo itself incorporates the Discovery corporate typeface for the word ‘Discovery’ in order to have direct connection to the parent brand. A highly customised version of Futura extra bold was used for the work ‘Max’.

“A key identifier of the logo, and indeed the overall visual language, is a dynamic upwards angle running from left to right across all pieces,” explained Benson. “This angle applies to imagery as well as graphic panels. A colour gradient system from light to dark is also a key part of the identity. The lead colourway is a vivid blue fade [reminiscent of a globe/sea/nature] and secondary palettes in red, yellow and green.

Bold typographic styling is also incorporated with headings in tightly kerned capitals, always in black or white. We have also specified such details as MAX always being typeset, even in text, in capitals.”

Form has created all versions of the logo for use across a multitude of materials, a comprehensive identity system and styleguide which covers the design of print and outdoor advertising, event banners, presentation templates, stationery and merchandise. The system was designed to work with the on-air identity developed by Discovery’s creative team in London.

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