GR604 Student Project Discovery Rebranding

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DISCOVERY

REBRANDING PROJECT: JOURNEY ACROSS THE WORLD.

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DISCOVERY

VISUAL STRATEGY GUIDE

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DISCOVERY CON NOT IN SEEKING LANDS BUT IN S WITH NEW EYES

— MARCEL PROUST FRENCH NOVELIST, CRITIC, AND ESSAYIST

NSISTS G NEW SEEING S.”

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TABLE OF CONTENTS

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> BRAND INTRODUCTION

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> TARGET AUDIENCE

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> BRAND GRID

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> BRAND COMPETITORS

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BRAND INTRODUCTION > OBJECTIVE In this chapter, the brand introduction will include brand description, brand history, brand soul, the new mission statement, rebranding objective and three keywords. The brand description, will introduce what the brand does and who its target audience is. Brand history, will collect brand history information, and paraphrase 10 dates or events that are meaningful to the brand, and then design a timeline.

Moreover, I will judge the soul of the brand with my understanding and analysis, and make a preliminar y description of the goal of rebranding the brand with keywords.

< BR AND INTRODUCTION

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“We’re excited for our international business. I think it’s a big differentiator for us.” ­— David Zaslav, Discovery Communications CEO

BR AND DESCRIPTION Discovery, Inc. is an American multinational mass media television company, located in New York City, founded in 1985. The company mainly operates a group of factual and lifestyle TV brands, such as the Discovery Channel, Animal Planet, Science Channel and TLC. Discovery channel mainly broadcasts documentaries on popular science, new technology and historical archaeology. Discovery channel is broadcast as well as streamed all over the world, but it will set up different versions and broadcast different types of documentaries according to the cultural customs of different regions.

In 2018, Discovery acquired Scripps networks interactive, adding networks such as Food Network and Tourism Channel, and has focused more on streaming media services built around its attributes, such as Discover y+. In May 2021, AT&T announced the merger of Discover y, Inc. and its media subsidiar y Warner Media, and it will be split into a new listed company called Warner Bros. Discovery.

DIFFERENTIATOR/USP Discovery is the world’s largest documentary producer and buyer. Therefore, the programs of discovery are considered to be the best documentary entertainment programs in the world.

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< BR AND INTRODUCTION

TIMELINE OF DISCOVERY 1985 – 1987

1995 – 2001

1985

1995 1996

2002

> June

> July

> October

> June

Discovery Communications Founded with Launch of Discovery Channel.

Discovery Goes Digital with Launch of Discovery.com

Animal Planet Debuts, Celebrates Relationship Between Humans and Animals.

Discovery Communications Pioneers with First 24-7 HD Network.

Discovery Channel Launches in the United Kingdom and Scandinavia.

Animal Planet Expands with First International Launch.

Discovery Channel Becomes World’s Most Widely Distributed Television Brand.

> April

> June

> October

1989

1997

2001

1987 – 1995 2001 – 2008

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2016 – 2019

2009 – 2013

2008 – 2009

2004

2008

2018

2022–

> March

> September

> March

> September

Discovery Communications Reaches One Billion Subscriber Milestone.

Discovery Communications Becomes Public Company.

Discovery Communications completes acquisition of Scripps Networks Interactive; Changes company name to Discovery, Inc.

Discovery will expand the brand beyond the direction of screen media and explore possibilities in other fields.

Discovery Education Debuts in U.S. Classrooms, Transforms Teaching and Learning.

Discovery Communications Debuts on ‘Fortune 500’.

> March

> June

2004

2014

2019 Discovery Channel. 2019 –

2013 – 2016 Discovery, Inc. 2019 –

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THE BRAND SOUL Educational and entertaining content about the world.

REBRANDING OBJECTIVE Discovery has long focused on using the screen as the main platform to talk to the audience. In the process of watching and learning, the audience really lacks close communication with the brand. In the past, people were willing to watch T V to acquire knowledge and satisfy curiosity. Nowadays, people prefer to take the initiative to explore.

We should expand our brand beyond the direction of screen media and explore possibilities in other fields to satisfy the appetite for adventure and curiosity around the world.

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MISSION STATEMENT The mission of Discovery is to lead people on a journey across the world and empower them to learn and grow from new experiences.

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KEYWORDS > FEARLESS Discovery will help people from every country make the brave step to explore the world.

> ENERGETIC The brand will have positive, energetic and persistent spirit. This will inspire ever ybody to take action.

> BOUNDLESS Discovery will provide boundless imagination and knowledge to its audiences.

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TARGET AUDIENCE > OBJECTIVE Target audience, also known as persona, is a population group targeted by marketing activities. The target audience can be a certain population group, such as age group, gender, marital status, etc. The target audience of each design or product should be determined before designing and making product. In order to satisfy users, we must know who the audiences are. Each design should have its own target audience group. After delineating that part of the group, we should study and analyze them, so that we can refer to them in the design. After all, the main purpose of designing brands or products is to meet the needs of these audiences.

In this section, 8 personas will be created for the brand. There are three areas of concern for these 8 individuals: influence (things that affect, control or manipulate them), action (actions and decisions taken by them), and impact (the impact they have on the world around them).

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THE BIOLOGY FAN > Olivia Witkowski > 16 > Poland > High school student

INFLUENCE

ACTION

IMPACT

1.

In school, Olivia likes the natural sciences best because her father took her to travel outdoors since she was a child.

2.

She wants to be a wildlife biologist since she saw a wild Tatra chamois in Tatra National Park with her father for the first time in Poland.

3.

Olivia’s parents went to the bank to apply for a credit card to save for the family’s travel activities.

4.

She is a very good student as she wants to get a full university scholarship and study biology.

5.

Olivia and her classmate Dosia watch a documentary about animals every weekend and because animals are a big common interest for them.

6.

Her classmates respect her because she is very smart and has a lot of knowledge.

7.

Olivia has a very curious, but also annoying brother who can’t stop asking her questions about animals, since she knows quite a bit about them.

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YU LIU

G R 6 0 4 T H E N AT U R E O F I D E N T I T Y >

THE PHOTOGRAPHER > Omar Peterson > 27 > USA > Wildlife photographer

INFLUENCE

ACTION

IMPACT

1.

Omar won an international award for a photo he once took, which encouraged him to become a professional photographer.

2.

Omar’s future goal is to do a shoot in Antarctica, because penguins are his favorite animal.

3.

He plans to publish his own photography book, inspired by his little niece who said she wants to open a bookstore for him.

4.

He likes to participate in different photo exhibitions because he can communicate and consult with different photographers.

5.

He has been on a lot of travel agency websites these days, because he is seeking way to travel to Antarctica.

6.

Omar’s shooting partner Cooper is his most trusted friend because Cooper saved his life outdoors.

7.

Omar’s Instagram has 500,000 fans because he likes to shoot natural scenes that are hard to photograph.

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THE HISTORY BUFF > Alexander Nelson > 64 > England > Librarian

INFLUENCE

ACTION

IMPACT

1.

Alex became fascinated with archaeology, since he loved reading about the pyramids as a child.

2.

Alex’s home is located in the suburbs because he likes to be close to nature.

3.

He and his wife visit a new historic site in the world every year since they got married, which enhances their relationship.

4.

He and his wife often take walks in the local parks because Alex is getting older and job involves a lot of sitting.

5.

His friends call him a know-it-all, because of his encyclopedic knowledge from books and documentaries.

6.

Alex likes reading to his granddaughter because she is like the younger version of him.

7.

Alex’s son often asks for some book recommendations for the middle school students that he teaches.

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THE TRAVEL ENTHUSIAST > Nisha Chandak > 30 > India > Accountant

INFLUENCE

ACTION

IMPACT

1.

Nisha doesn’t like her work very much because she does boring numbers work in the office every day.

2.

Her parents often email her with photos of places they have been to recently which makes her jealous.

3.

Nisha likes her company’s tea room very much because she and her work friends often discuss interesting news they came across online.

4.

Nisha will soon travel to China with her fiance as they were able to get a month’s vacation and wanted a new place to visit.

5.

She will spend an hour looking at different places to travel when she comes home from work, because this is good stress relief.

6.

She has a good relationship with her neighbors who love travel too and bring her a lot of souvenirs.

7.

Nisha’s fiance is into watching short travel videos on social media because Nisha’s dream is to start a travel vlog which he can help film.

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THE NATURE LOVER > Lee Zhang > 5 > China > Child

INFLUENCE

ACTION

IMPACT

1.

Lee likes to go camping with his parents, because he can sleep under the stars and make a fire to roast marshmallows.

2.

Lee’s grandmother bought many documentaries for Lee because she wanted to keep Lee curious and interested.

3.

Lee adores his father because he thinks his father knows a lot and can always answer his questions.

4.

Lee began to eat vegetables recently because his father promised him to buy him a telescope if he does.

5.

Lee keeps reading books about outer space and planets because he wants to be an astronaut when he grows up.

6.

Lee’s mom always asks Lee to help planting vegetables in the backyard, because she can tell he is interested in gardening.

7.

Lee’s best friend Yitong likes to visit him in the warm months, because Lee’s family have a big strawberry patch in the backyard, and they can pick strawberries together.

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THE SURFER > Himari Takahashi > 23 > Japan > Advertising planner

INFLUENCE

ACTION

IMPACT

1.

Himari is good at swimming because she grew up on the beach.

2.

She likes outdoor sports because she doesn’t like the smell of sweat in the gym.

3.

Himari is in good shape because she has been training herself regularly.

4.

Recently, she has been preparing for the diving license examination as she wants to explore marine life.

5.

Himari is planning her wedding by the sea as she loves the seaside.

6.

Himari got her fiance to care more about marine life because she is a strong supporter for humans taking care of the marine ecosystem.

7.

Because she is an experienced surfer, her fiance has recommended her to a global surfing organization which he works at.

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THE WILDLIFE PROTECTOR > James Wilmore > 35 > USA > National park ranger

INFLUENCE

ACTION

IMPACT

1.

James likes collecting unusual plants for his garden, which is one of the reasons why he likes this job.

2.

James wants to have children, so that he can share his favorite camping spots with them.

3.

Because of the support of his parents, he was inspired to devote himself to his work.

4.

He is shopping around for a long zoom lens because he wants to capture all kinds of wild animals he meets.

5.

He likes a colleague who works in the park visitor center. In order to make her notice him, he takes the initiative to share some interesting facts with her.

6.

James is very popular with tourists because he knows how to guide people outdoors.

7.

James is very popular with children because they can always find answers from him.

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THE WORKAHOLIC > Prakash Singh > 42 > India > Coder

INFLUENCE

ACTION

IMPACT

1.

Prakash’s work pressure is so great that he just wants to stay at home after work.

2.

He received a warning from the doctor during his health examination because his health was affected by lack of exercise.

3.

Prakash’s wife will arrange outdoor trips for her family, because she wants them to have more contact with nature and maintain their physical and mental health.

4.

In his spare time, Prakash will take the children to the museum in the city, because the museum staff are great at answering his children’s questions for him.

5.

Prakash hopes to transfer to another company because he wants to change his current life and work balance.

6.

Prakash’s children love to build model trains with their dad which is something Prakash and his father would do as a hobby when he was young.

7.

Prakash’s wife is a housewife because they have three children to take care of and he can support them with his salary.

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BRAND GRID > OBJECTIVE Like people, brands have their own personalities. Each brand can be described in a very unique way. One way that helps describe brands visually is to use the brand grid. In this section, I will define my brand’s current (the brand as it exists day) and “future state” (expected—how I intend to reposition the brand) of my brand in the brand grid.

“I watch the Discovery Channel, and you know what I’ve discovered? I need a girlfriend.” ­— Dave Attell, American comedian

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< BR AND GRID

CURRENT Today’s Discovery still maintains its past status. Discovery’s documentaries are complex and diverse, which is good thing, but also a potential weakness. It gives audience a feeling of being lost at sea, so the representative color of the brand is blue. In addition, in today’s era of information explosion, the audience isn’t into the brand like they used to be because its methods of communication are somewhat outdated. Therefore the activities and objects presented here are ordinary and mundane.

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FUTURE In the future, Discovery will be more joyful and energetic. I chose the color yellow to present how Discovery will look after rebranding. The objects and activities are more cheerful compared with the current brand grid. People are actively engaging with new ideas and willing to observe the world beyond the T V screen.

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DISCOVERY

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LIFE WOULD BE T IF IT WEREN’T F

— STEPHEN HAWKING ENGLISH THEORETICAL PHYSICIST

TRAGIC FUNNY.”

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BRAND COMPETITORS > OBJECTIVE It’s very important to know and learn about our brand’s competitors.

The competitor is a mirror, which can let us see clearly our goals and direction for future development. Understanding what other brands are doing and what strategies they are using can help us better plan and formulate our strategy. In addition, competitors will provide us with ideas — what would and would not work for our own customers.

When we fully understand the business model of our competitors, our brand can find opportunities to outperform them.

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CURRENT COMPETITORS The current competitors of Discovery are television channels or networks in the US and worldwide, which have documentary content.

A&E is an American basic cable network, the flagship television property of A&E Networks. It focusing on fine arts, documentaries (History Channel), dramas, and educational entertainment.

National Geographic is an American pay television network and flagship channel. Like Discovery Channel, their channel features documentaries with factual content involving nature, science, culture, and history programming.

British Broadcasting Corporation (BBC) is the national broadcaster of the United Kingdom. The BBC operates several television channels nationally and internationally. The BBC Four is cultural and documentary channel.

Canadian Broadcasting Corporation (CBC) is a Canadian public broadcaster for both radio and television.

The Documentar y Channel is owned

by CBC.

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Australian Broadcasting Corporation (ABC) is Australia’s national broadcaster. ABC TV receives the bulk of funding for television and shows firstrun comedy, drama, documentaries, and news and current affairs.

Fox Corporation is an American mass media company. The assets of Fox are include Fox Entertainment, Fox Television Stations, Fox News Media, Fox Sports Media Group.

Cable News Network (CNN) is a multinational news-based pay television channel headquartered in Atlanta, US. Weekend primetime is dedicated mostly to factual programming.

Home Box Office (HBO) is an American pay television network owned by Warner Media Studios & Networks.

Public Broadcasting Service (PBS) is an American public broadcaster and television program distributor. PBS does not have a central program production arm or news division.

National Broadcasting Company (NBC) is an American English-language commercial broadcast television and radio network. CNBC primarily carries financial and business-themed documentaries and reality shows.

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ADJACENT COMPETITORS The adjacent competitors are video streaming services and social media platforms. They all provide entertainment to the audience through video, photo, news, etc.

Netflix is the largest entertainment/ media company. Providing online video streaming service is one of the most important services of Netflix.

Hulu is an online streaming service owned by The Walt Disney Company and Comcast. Its rich TV content, high-quality video and fresh interface make Hulu comparable to major local TV stations.

Disney+ is an American subscription video on-demand over-the-top streaming service. It mainly focuses on film and television content produced by Walt Disney Film and Television Group.

Amazon Prime Video is a subscription video on-demand over-the-top streaming and rental service of Amazon.com, Inc. It provides rental, purchase and online watching.

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YouTube is an American online video sharing and social media platform owned

by Google. YouTube has expanded beyond the website into mobile apps, network television, and the ability to link with other services.

AMC Entertainment Holdings, Inc. is an American movie theater chain headquartered in Leawood, Kansas, and the largest movie theater chain in the world.

TikTok is a video-sharing focused social networking service owned by Chinese company ByteDance. It hosts a variety of short-form user videos, from genres like dance, comedy, and education.

Facebook is an American online social media and social networking service.

Facebook users can send text messages, pictures, movies, files, maps and sound media messages to others.

Peacock is an American over-the-top video streaming service. The service primarily features series and film content, including television series, films, news, and sports programming.

Reddit is an American social news aggregation, web content rating, and discussion website. Registered members submit content to the site such as links, text posts, images, and videos.

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ASPIRATIONAL COMPETITORS To achieve the mission of Discovery, our brand will expand to involve outdoor activities. The aspirational competitors will be science museums, zoos, aquariums, outdoor gear stores, tour operators and travel agencies.

Smithsonian Museums are the most widely visible part of the United States’ Smithsonian Institution and consist of 20 museums and galleries as well as the National Zoological Park.

California Academy of Sciences is a research institute and natural history museum in San Francisco, that is among the largest museums of natural history in the world.

Monterey Bay Aquarium is a nonprofit public aquarium in Monterey, California.

Known for its regional focus on the marine habitats of Monterey Bay.

San Diego Zoo Wildlife Alliance is a not-for-profit organization headquartered in San Diego that operates the San Diego Zoo and the San Diego Zoo Safari Park.

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Expedia Group, Inc. is an American online travel shopping company for consumer and small business travel. The word “Expedia” is derived from a combination of “exploration” and “speed”.

World Expeditions is an adventure travel and ecotourism company that offers trekking and adventure holidays, was started in September 1975, Sydney.

Intrepid Travel is the largest small group adventure travel company in the world, was founded in 1989, Melbourne, Australia. Tours are offered under the brands Intrepid Travel, Peregrine Adventures and Urban Adventures.

Outdoor Research is a Seattle-based manufacturer of technical apparel and gear for outdoor sports, including alpinism, rock and ice climbing, backpacking, paddling, and backcountr y skiing and snowboarding.

Contiki is a tour company founded in 1962, New Zealand. It operates tours in Europe, Australia, New Zealand, North America, South America, Africa, Middle East, and Asia. Trips include a mix of sightseeing, free time, culture, socialising, and adventure.

Recreational Equipment, Inc. (REI) is an American retail and outdoor recreation services corporation. REI sells sporting goods, camping gear, travel equipment, and clothing. It also offers services (outdoor-oriented vacations and courses).

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BRAND ATTRIBUTES Identify 20 words (attributes) that are common among our current and adjacent competitors.

POSITIVE WORDS

NEGATIVE WORDS

> Diverse

> Information overload

> Inspire

> Tedious

> Instant

> Fabricated

> Entertain

> Generic

> Discover

> Unattainable

NEUTRAL WORDS

WE HOPE TO “OWN”

> Established

> Adventurous

> Worldwide

> Uplifting

> Connect

> Meaningful

> Leverage

> Engaging

> Target Market

> Resilient

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< SOURCES

SOURCES > CONTENT corporate.discover y.com wikipedia.org 30yearsofdiscover y.com discover yeducation.com

> PHOTOGRAPHY corporate.discover y.com unsplash.com

Design: Yu Liu Instructor: Hunter Wimmer GR 604 The Nature of Identity Academy of Art University

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DISCOVERY

VISUAL DEVELOPMENT GUIDE

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LIFE IS A PROCES DISCOVERY, OF N PERCEPTIONS”

— GLADYS TABER

AUTHOR

SS OF NEW

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TABLE OF CONTENTS

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> IDENTITY HISTORY

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> ROUND 1: INITIAL SKETCHES

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> ROUND 2: DIGITAL SKETCHES

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> ROUND 3: REFINED DIGITAL

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> THE FINAL LOGO

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> LOOK-ALIKE LOGOS

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> VISUAL GUIDE INSPIRATION

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IDENTITY HISTORY > OBJECTIVE We will trace the past of the brand and understand the entire identity history to re-create the visual development of our brand.

This section will show all the past logos of our brand with a brief description of each.

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The Discovery Channel’s first logo was launched on June 17, 1985. The name was set in Gill Sans. It consists of a television screen depicting a map of the world.

> 1985–1987 On September 19, 1995, the channel’s name was simplified to Discovery Channel. The globe became a permanent part of the logo.

> 1995–2000 On April 15, 2008, Discovery Channel launched a new logo with the Gotham font. The globe in the logo was merged with the “D” for “Discovery” which could also be used as a standalone icon.

> 2008–2009

In mid-2013, Discovery began to simplify the logo from 2009. Instead they used the “D” and the globe symbol in the broadcast, and added “Discovery” below for the print and social media version.

> 2013–2016

On April 1, 2019, Discovery Channel was rebranded again, by Roger, an LA-based design agency. The globe became a 2D monochrome image and was placed in the middle of the letter “D”. The font was switched to Galano Grotesque Bold.

> 2019–present

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BRANDING HISTORY > 1987–1995

Starting in 1987, the channel’s logo incorporated the Discovery wordmark with a circular shape representing the rising sun in front of it.

The logo was changed slightly in 2000. The word “CHANNEL” was moved onto the blue underline.

> 2000–2007

> 2009–2013

Discovery was rebranded again in February 2009 by Royale. The word “CHANNEL” is bigger, the globe image was modified, and the wordmark had more tracking added.

In July 2016, the globe symbol, letter ”D” and “Discovery” were encased inside a circle.

> 2016–2019

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ROUND 1: INITIAL SKETCHES > OBJECTIVE For round one, we will generate three key phrases based on the keywords we come up with in our visual strategy guide. This will guide the visual development of the brand.

In addition, we will generate sketches in three categories: symbolic marks, graphic marks, and wordmarks based on our three key phrases.

The result will be 100 rough sketches per camp, and the final delivery will be 10 refined sketches per camp.

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THREE KEY PHRASES > FEARLESS Brave and daring.

> ENERGETIC Engaging and purposeful.

> BOUNDLESS Unlimited discovery in space and time.

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R1: ROUGH SKETCHES - 1

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The honey badger has been called the world’s most fearless animal because it doesn’t hesitate to attack animals much larger than itself — even lions and crocodiles.

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Aries (Zodiac sign) are known for their uninhibited courage.

Mountain goats are powerful but nimble and can jump nearly 12 feet in a single bound.

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R1: ROUGH SKETCHES - 3

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R1: ROUGH SKETCHES - 4

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Seaman (1803–1806), a Newfoundland dog, is one of the most traveled dogs in human history. He was a member of the Lewis and Clark Expedition, the first trip from the Mississippi River to the Pacific coast and back.

Jellyfish exhibit a unique mechanism of passive energy recapture, which can reduce metabolic energy demand by swimming muscles. Contrary to prevailing views, this contributes to jellyfish being one of the most energetically efficient propulsions on the planet.

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R1: ROUGH SKETCHES - 5

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Hummingbirds have the highest energy expenditure of any warm-blooded animal, with a heart rate of up to 500 beats per minute. They require an incredible amount of energy to flap their wings 50 times or more per second in order to maintain hovering flight.

Mountains is representatives of infinity and boundlessness. Unlimited in time can also mean any season of the year, as well as any age group.

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R1: ROUGH SKETCHES - 6

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R1: ROUGH SKETCHES - 7

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R1: ROUGH SKETCHES - 8

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R1: ROUGH SKETCHES - 9

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The Globe represents our Earth in miniature. It also could represents boundlessness.

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R1: ROUGH SKETCHES - 10

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Rivers, the sea and the sun are representatives of infinity and boundlessness. Unlimited in time can also mean any season of the year, as well as any age group.

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R1: ROUGH SKETCHES - 12

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R1: ROUGH SKETCHES - 13

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FEARLESS: REFINED

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ENERGETIC: REFINED

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BOUNDLESS: REFINED

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ROUND 2: DIGITAL SKETCHES > OBJECTIVE For round two, we will blend two keywords and evolve a new keyword for our brand. We will refine and develop all the sketches based on the round one and the new keyword that we come up with. The result is to deliver 100 rough sketches, 10 refined sketches, which will then be digitized.

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NEW KEYWORD: ADVENTUROUS > Fearless and boundless discovery

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R2: ROUGH SKETCHES - 1

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The Flag. People often use flags to mark geographical locations they have visited.

The North Star glows brightly to guide and lead us toward a purposeful destination. The North Star depicts a beacon of inspiration and hope to many.

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The Compass acts as a motivation to a person feeling lost. It gives a sense of hope and inspires you to follow your heart.

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The Crow. The power of this bird as totem and spirit guide is to provide insight. The words associated with the crow are: fearlessness, flexibility, destiny and higher perspective.

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The Bear. This spirit animal is more down-to-earth and will be able to guide people and support them through physical and emotional healing. The word associated with the bear are: action & leadership, strength & courage.

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R2: REFINED SKETCHES

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R2: DIGITAL SKETCHES

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ROUND 3: REFINED DIGITAL > OBJECTIVE For round three, we will continually refine and develop all the sketches based on the round one and round two we come up with.

The result is to deliver 3 refined computer generated logo in both black and white, and in color.

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R3: SKETCHES - 1

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The Compass acts as a motivation to a person feeling lost. It gives a sense of hope and inspires you to follow your heart.

The North Star glows brightly to guide and lead us toward a purposeful destination. The North Star depicts a beacon of inspiration and hope to many.

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R3: SKETCHES - 2

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R3: SKETCHES - 3

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R3: SKETCHES - 4

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< R 3 : R E F I N E D D I G I TA L

R3: SKETCHES - 5

72

73

< R 3 : R E F I N E D D I G I TA L

R3: REFINED

74

75

76

< R 3 : R E F I N E D D I G I TA L

R3: LOGO - 1

2X

X

77

78

< R 3 : R E F I N E D D I G I TA L

R3: LOGO - 2

2X

X

79

< R 3 : R E F I N E D D I G I TA L

80

R3: LOGO - 3

3X

X

81

82

< R 3 : R E F I N E D D I G I TA L

R3: LOGO - 4

2X

X

83

<

00

85

THE FINAL LOGO

86

< T H E F I N A L LO G O

THE FINAL LOGO Our new logo expresses the mission and soul of our brand. We want to lead people on a journey across the world and empower them to learn and grow from new experiences. The logo is comprised of two elements: the symbol and the wordmark. There’s the north star and semicircle (representing the earth/globe) which combine to form the letter “D”.

+

The North Star

=

Globe/Earth

+

The Letter “D”

=

87

SYMBOL MARK

WORDMARK

SIGNATURE

<

00

89

LOOK-ALIKE LOGOS > OBJECTIVE In this section, we will do research of the logos in any field that could remotely be judged as similar to the one we’re presently developing. This is a crucial step in the process to avoid future allegations of plagiarism.

< LO O K-A L I K E LO G O S

90

“D” LOGOS

DC Comics & DC. The logo itself features the letter “D” being peeled back like a page to reveal the letter “C” as a nod to the comics that started it all.

Dunlop (1960). The graphic mark is an arrow surround the letter “D“, and is commonly known as the “Flying D”.

DADC Austria (Sony). The half circle represents the letter “D” and also represents the CD record.

DBE International Inc. Half a globe and the letter “D” combine to form a circle, the earth, which represents the world, and it’s an international company.

DHL Express. All the letters are tilted to a same angle represents the speed.

Each letter is cut, and the negative space forms a lightning symbol, which also indicates a fast state.

D2 Racing Sport. Like the DHL logo, font tilted represents speed. The letter “D” and number “2” intersect and form a racing track.

91

Dolby Digital. The “double D” is an iconic emblem, which is formed by two mirrored fragments. It has a double meaning as well.

DELL. A bold sans-serif logotype with the letter “E” placed diagonally, inclined to the left.

DC Shoes. They uses a bold font for letter D and C to create both simplicity and symmetry. The star has been placed close to the letter “C”.

Denver Broncos. The emblem was composed of a capital letter “D” in red, and the bronco horse emerging from it vertically.

Deudekom Verhuizingen. The letter “D” is combined with a red triangle and surrounded by a circle.

Anaheim Ducks. The logo is the first letter of the wordmark, “D”, was drawn as the duck’s palmate, having its left border pointed and sharp.

< LO O K-A L I K E LO G O S

92

STAR/COMPASS LOGOS

Pontiac. The emblem, known as the Dart, features an arrow, pointing south.

The arrowhead was red with a white star on its top.

Subaru. The symbolism of the logo is the visible Pleiades (6 stars). The blue background performs the functions of the symbolic “sky” and “sea”.

Askam, a Turkish automaker. The sharp and bold four-pointed Star was set in the middle of a horizontal oval and enclosed into a thick frame, formed by two swoosh-like lines.

Citicorp. The logo consists of wordmark and graphic mark. A star with four corners is surrounded by an oval, which represents the brand.

Delta. The triangle shape inspired by the name of the company (the Greek letter “Delta” is a triangle) and the shape of a jet flying overhead.

US Space Force. The delta symbol represents them. The two spires inside the delta represent the rocket launching.

In the center of delta is the star Polaris.

93

Dallas Stars. At the center of the logo, the large italicized “D” can be seen.

Behind it, there is a five-pointed star.

Pret a Manger, chain of sandwich shops, is French for ‘ready to eat’. A brownish red five pointed star is placed behind the vertical and squeezed wordmark.

Endurance International Group (EIG), is an IT services company. They use compass represents the company as the symbol, and the slab-serif has been used for the wordmark.

Famous Stars and Straps, is a lifestyle brand. This logo is shaped in the image of an F, which represents the name of the brand. The star logo adds to the edgy feeling.

Converse. The Chuck Tailor All Star logo is composed of a wordmark with a graphical symbol, the “Star“, enclosed in a circle frame.

Safari (2014), a web browser developed

by Apple. The compass has always been on the Safari logo. This version features a thin silver frame and a three-dimensional silver and red compass needle.

<

00

95

VISUAL GUIDE INSPIRATION > OBJECTIVE Doing visual research and leveraging inspiration from successful designs always is a helpful and effective way to go, especially when we venture into new design areas.

For this section, we will do research and look at other examples of existing Visual Standards Guides, and determine what is best for our purpose and leverage that. This section will provide us an efficient and useful way to design our brand.

< V I S U A L G U I D E I N S P I R AT I O N

96

IDENTIFICATION AND ANALYSIS > NEW IDENTITY INTRODUCTION VMware shows the new identity introduction in their Corporate Brand Guidelines. The way that they show the ‘before’ and ‘after’ logos can help the reader to visualize the changes.

The description explains the reasons for the logo change.

> LOGO ANATOMY Seagate has primary and alternate logo.

The designer placed them on the same page which helps readers quickly understand the differences between the two, while also noting the requirements and details of each one.

97

> TYPE SPECS Devon has two pages dedicated to their type specs. Page one (shown here) gives the reason for the fonts chosen, the acceptable ways to render numbers, and what alternate fonts can be applied in which cases (e.g. for web, PowerPoint, etc.) On page two, Devon shows some examples of unacceptable typography.

> MAIN ID COLORS The Nueva School uses a visually guided layout to represent their color palette.

They divided the color palette of the print and the digital into two pages (first page shown here). The way they present the color palette by using scale is bold and straightforward, making it easy for readers to identify primary and secondary colors. The color is also marked by PMS, CMYK and RGB.

< V I S U A L G U I D E I N S P I R AT I O N

98

> LOGO DON’TS UPS dedicates a whole page for examples of unacceptable brand-mark rendering. These include: no outline, no color changes, no adding new elements etc. It’s a helpful way to make reader understand how to avoid using a non-standard logo.

> ALTERNATE VERSIONS OF THE LOGO USA TODAY has 6 sub-brands. In their Brand Guidelines, there’s a chapter focusing on these 6 sub-brands which use different versions of the logo. They have nicely differentiated these by color. On other pages (not shown) they also provide alternate logo usage such as large format, small, and tertiary.

99

> APPLICATIONS Broadview uses a chapter to introduce their applications, which include print literature, signage, vehicles, uniforms, stationery, etc. On each page they show a sample photo and list the rules for the use in various applications.

> GRID Exploratorium shows how they use the grid to organize and align all the components and information. Also, they give an idea of how the typography (headline, sub-heading, body copy, etc.) as well as imagery should work in the layout.

10 0

< SOURCES

SOURCES > CONTENT 1000logos.net logos.fandom.com transformmagazine.net

> PHOTOGRAPHY corporate.discovery.com unsplash.com

Design: Yu Liu Instructor: Hunter Wimmer GR 604 The Nature of Identity Academy of Art University

00

DISCOVERY

VISUAL STANDARDS GUIDE

<

00

THE COSMOS IS WE ARE MADE O WE ARE A WAY VERSE TO KNOW

— CARL SAGAN

ASTRONOMER

00

WITHIN US. OF STAR-STUFF. FOR THE UNIW ITSELF.”

00

<

TABLE OF CONTENTS

07

> OUR BRAND

13

> OUR LOGO

00

29

> OUR IDENTITY

39

> FUTURE EXPANSIONS

<

00

07

OUR BRAND > MISSION STATEMENT > OUR KEYWORDS

< OUR BR AND

08

MISSION STATEMENT The mission of Discovery is to lead people on a journey across the world and empower them to learn and grow from new experiences.

09

10

< OUR BR AND

OUR KEYWORDS > FEARLESS Discovery will help people from every country make the brave step to explore the world.

> ENERGETIC The brand will have positive, energetic and persistent spirit. This will inspire everybody to take action.

> BOUNDLESS Discovery will provide boundless imagination and knowledge to its audiences.

>>> ADVENTUROUS Discovery will make people feel boundless and fearless as they explore the world.

11

<

00

13

OUR LOGO > THE NEW LOGO > LOGO ANATOMY > CLEAR SPACE > LOGO SIZING > LOGO USAGE > SYMBOL MARK: WHAT TO AVOID > WORDMARK: WHAT TO AVOID

14

< O U R LO G O

THE NEW LOGO Our new logo expresses the mission and soul of our brand. We want to lead people on a journey across the world and empower them to learn and grow from new experiences. The logo is comprised of two elements: the symbol and the wordmark. There’s the north star and semicircle (representing the earth/globe) which combine to form the letter “D”.

+

The North Star

+

Globe/Earth

+

The Letter “D”

=

15

SYMBOL MARK

WORDMARK

SIGNATURE

16

< O U R LO G O

LOGO ANATOMY > LOGO VARIATIONS

SIGNATURE/ VERTICAL

SIGNATURE/ HORIZONTAL

WORDMARK ONLY

SYMBOL ONLY

17

X=THE BASIC UNIT

6.5X X

6X

9X

2X

16X

6.5X

6X

2X

16X 21X

18

< O U R LO G O

CLEAR SPACE In order to maintain the legibility our visual identity, it is very important to leave a clear space around our logo.

1/2X X X X

SIGNATURE/ VERTICAL

X X X SIGNATURE/ HORIZONTAL

19

X 1.5X 1.5X

SYMBOL ONLY

X X X

WORDMARK ONLY

20

< O U R LO G O

LOGO SIZING 20 CM ABOVE

10 CM

5 CM

2 CM

1 CM SYMBOL ONLY

* DO NOT USE BELOW 1CM

WORDMARK ONLY

21

VERTICAL VERSION

HORIZONTAL VERSION

22

< O U R LO G O

LOGO USAGE COLOR VARIATIONS

23

ON PHOTOS

24

< O U R LO G O

SYMBOL MARK: WHAT TO AVOID

Do not outline the symbol in any color.

Do not change the symbol’s orientation.

Do not add new elements or effects to the symbol.

Do not crop the symbol in any way.

25

How are

you?

Do not create the “read-through” header with the symbol mark.

Do not place the color symbol mark on a photograph or pattern.

Do not use the symbol mark as the graphic design element.

Always use wordmark and symbol mark together properly.

26

< O U R LO G O

WORDMARK: WHAT TO AVOID

Do not use wordmark at any angles. Only use it horizontally or vertically.

Do not outline the wordmark or make other versions of it.

Do not add any effects such as drop shadows to the wordmark.

Do not create color versions of the wordmark. The wordmark is always either black, yellow or white.

27

Do not stretch the wordmark.

Do not put the wordmark in shapes.

Do not place wordmark on background with improper contrast.

Always use wordmark and symbol mark together properly.

<

00

29

OUR IDENTITY > COLOR PALETTE > TYPOGRAPHY > STATIONERY

30

< OUR IDENTIT Y

COLOR PALETTE Each color is provided in Pantone and CMYK for print, along with RGB and HEX for digital applications.

DISCOVERY YELLOW PMS 2010C C0 M40 Y100 K0 R250 G160 B25 HEX#FEA22A

31

DISCOVERY WHITE C0 M0 Y0 K0 R255 G255 B255 HEX#FFFFFF

DISCOVERY BLACK PMS BL ACK 6C C30 M30 Y30 K95 R25 G20 B20 HEX#1C1919

32

< OUR IDENTIT Y

TYPOGRAPHY Our typeface is Vanguard CF and Lato. Vanguard is neat, modern, and has a powerful voice. Lato is legible for body copy.

> HEADLINES

VANGUARD CF (Demi Bold) Aa Bb Cc 0123 ABCDEFGHYJKLMNOPQRSTUVWXYZ abcdefghyjklmnopqrstuvwxyz 0123456789 !@#$%^&*()

33

> SUBHEAD & BODY COPY

LATO

(Light)

Aa Bb Cc 0123 ABCDEFGHYJKLMNOPQ RSTUVWXYZ abcdefghyjklmnopqrstuvwxyz 0123456789 !@#$%^&*() ABCDEFGHYJKLMNOPQRSTUVWXYZ abcdefghyjklmnopqrstuvwxyz 0123456789 !@#$%^&*() ABCDEFGHYJKLMNOPQRSTUV WX YZ abcdefghyjklmnopqrstuvwxyz 0123456789 !@#$%^&*()

< OUR IDENTIT Y

34

35

STATIONERY

< OUR IDENTIT Y

36

37

<

00

39

FUTURE EXPANSIONS > NEW TERRITORIES > PRODUCTS > EXPERIENCES > ENVIRONMENTS > EVENTS > EDUCATION > CO-BRANDING

< F U T U R E E X PA N S I O N S

40

NEW TERRITORIES > PRODUCTS

> EVENTS

PR-1

EV-1

DISCOVERY APP

DISCOVERY PHOTOGRAPHY CONTESTS

PR-2

EV-2

DISCOVERY LAB EQUIPMENT

DISCOVERY WORKSHOP

PR-3

EV-3

DISCOVERY KIDS EXPLORER KIT

DISCOVERY ADVENTURE EXPEDITION

> EXPERIENCES

> EDUCATION

EX-1

ED-1

DISCOVERY TRAVEL

DISCOVERY SCIENCE LAB

EX-2

ED-2

DISCOVERY CLUB

DISCOVERY LIBRARY

EX-3

ED-3

DISCOVERY LOCAL TOURS

DISCOVERY AQUARIUM

> ENVIRONMENTS

> CO-BRANDING

EN-1

CO-1

DISCOVERY MUSEUM

DISCOVERY + GOOGLE MAPS

EN-2

CO-2

DISCOVERY SCIENCE CENTER

DISCOVERY + NASA

EN-3

CO-3

DISCOVERY ZOO

DISCOVERY + GOPRO

41

EN-1 EN-3

LEARN

ED-3

ED-2

GROW

PR-3 EX-1 PR-2 EV-2 ED-1 EX-2

EN-2

PR-1

EV-3

EV-1

CO-2

EX-3 CO-1

CO-3

EXPLORE LEARN GROW EXPLORE

< F U T U R E E X PA N S I O N S

42

PRODUCTS [PR-1]

[PR-2]

DISCOVERY APP

DISCOVERY LAB EQUIPMENT

The Discovery App will help anyone who needs to travel to or explore a new place, and do so conveniently and safely. We will encourage our customers to explore new continents.

Discovery Lab Equipment will sell different materials and equipment to students or amateurs with science needs. We will encourage our customers to explore different fields of science by supplying our products to them.

MISSION-FOCUS Our Discovery App reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by helping them to explore the world in the palm of their hand.

SIMILARITY Expedia Airbnb DIFFERENTIATION The Discovery App is different from other brands.

We will provide customers with a full range of consulting and services. They can be customized for every trip. Also, we will provide the most suitable service content according to their needs.

LINKS TO Discovery + Google Maps Discovery Travel Discovery Photography Contests

MISSION-FOCUS Our Discovery Lab Equipment underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by offering our products to them so that they can gain new knowledge and experience.

SIMILARITY American Laboratory Supply Co Lab Pro Inc. DIFFERENTIATION Discovery Lab Equipment is not only for professional people, but also for everyone who is interested in science. We not only sell experimental equipment, but also provide experiment guidance to ensure that everyone can use the equipment safely.

LINKS TO Discovery Science Lab Discovery Science Center

43

[PR-3]

DISCOVERY KIDS EXPLORER KIT Discovery Kids Explorer Kit will sell different sets for junior explorers, such as vest, magnifying glass, compass, binoculars. We want to inspire and promote kids to spend more time outside and discover new things around them.

MISSION-FOCUS Our Discovery Kids Explorer Kit underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by letting them discover something new outside their home.

SIMILARITY REI Explorer’s Essentials Kit National Geographic Outdoor Explorer Set DIFFERENTIATION Discovery Kids Explorer Kit will only focus on making exploration kits suitable for children to satisfy their desire to explore. Also, we will encourage every child to actively seek answers and knowledge from nature. Our products will help them raise their intellectual curiosity and improve concentration.

LINKS TO Discovery Museum Discovery Travel

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44

EXPERIENCES [EX-1]

[EX-2]

DISCOVERY TRAVEL

DISCOVERY CLUB

Discovery Travel will take people to every corner of the world, from seeing penguins in Antarctica, to witnessing the aurora at the North Pole, to something as simple as local travel.

Discovery Club will establish corresponding clubs for people with different interests. We will help our customers explore new interests and hobbies in oder to enhance their experiences.

MISSION-FOCUS Our Discovery Travel reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by offering worldwide travel that will expand their horizon in ways they won’t forget.

MISSION-FOCUS Our Discovery Club underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by providing a club to communicate and exchange ideas and experiences.

SIMILARITY World Expeditions Intrepid Travel

SIMILARITY Travelers’ Century Club

DIFFERENTIATION Discovery Travel will offer worldwide travel to our customers which will be safe and satisfying. We will provide each customer with a plan that best matches their needs.

LINKS TO Discovery Travel App Discovery + Google Maps

DIFFERENTIATION Discovery Club will encourage and support every member to participate in our activities and explorations. Also, we will provide them with various information for their own exploration.

LINKS TO Discovery Photography Contests Discovery Travel

45

[EX-3]

DISCOVERY LOCAL TOURS Discovery Local Tours will guide people to local sightseeing. Our local tours will focus on cities, in order to show people local culture and great cuisine in their area.

MISSION-FOCUS Our Discovery Local Tours reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by offering local guides in a given city to discover the gems that city has to offer.

SIMILARITY Skyline Sightseeing Tower Tours DIFFERENTIATION Discovery Local Tours will set up our tours in cities around the world. Our goal is to help visitors from all over the world to quickly discover the beauty and learn the culture of new cities. At the same time, we also provide guides for locals to rediscover new things they might have missed.

LINKS TO Discovery App Discovery Travel

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46

ENVIRONMENTS [EN-1]

[EN-2]

DISCOVERY MUSEUM

DISCOVERY SCIENCE CENTER

Discovery Museum will entertain and educate our audience. The museum will welcome people of all ages. The purpose of our museum is to empower people to learn and discover new things in the world to grow their interest in life.

Discovery Science Center will allow all the people (includes children and their parents) come to learn and explore new things together, in order to lead all the ages on a science journey to discover interesting things.

MISSION-FOCUS Our Discovery Museum underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by building an environment to learn and discover new things about the world.

MISSION-FOCUS Our Discovery Science Center reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by creating the center to help learn science.

SIMILARITY Smithsonian Exploratorium Boston Children’s Museum

SIMILARITY California Science Center Liberty Science Center

DIFFERENTIATION Our museum will be divided according to different ages, and support academic research. We will provide special tours and exhibitions, and create the best environment to attract more people to visit, discover, and learn.

LINKS TO Discovery Science Center Discovery + NASA

DIFFERENTIATION Our Science Center will provide experiment equipment and let people physically operate it. We will let them have more fun learning in the process of hands-on exploration.

LINKS TO Discovery Workshop Discovery + NASA

47

[EN-3]

DISCOVERY ZOO Discovery Zoo will entertain and educate all ages.

We encourage everyone who loves animals come to learn and get close to different kinds of critters.

In particular, we welcome every child to come to the zoo with their parents having animal discovery time together.

MISSION-FOCUS Our Discovery Zoo underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by building a place to help learn about animals and grow people’s relationship with our planet.

SIMILARITY Smithsonian National Zoological Park San Diego Zoo DIFFERENTIATION Discovery Zoo will contain wildlife research facilities. We welcome people to visit the zoo and get close to the animals, but also encourage and provide opportunities for people who love wild animals to explore and learn about them.

LINKS TO Discovery Museum Discovery Travel

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48

EVENTS [EV-1]

[EV-2]

DISCOVERY PHOTOGRAPHY CONTESTS

DISCOVERY WORKSHOP

Discovery Photography Contests will encourage everyone to go outdoors to discover something beautiful, and take photos to share what they have seen. This will help our audiences to have a more actively fulfilling life.

Our workshop will organize people of different ages to participate in our workshop, and we will provide them with an environment for learning and communication. Our workshop types will be divided into different categories.

MISSION-FOCUS Our Discovery Photography Contests underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by encouraging them to attend photo contests and discover.

MISSION-FOCUS Our Discovery Workshop reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by having the workshop participants to learn and communicate what they have learned.

SIMILARITY iPhone Photography Awards International Photography Awards

SIMILARITY VR Workshop Photography Workshop

DIFFERENTIATION Discovery Photography Contests will be made to encourage people to go outdoors and explore new things with their eyes and hands. We believe that this contests will not only bring competitiveness to our contestants, but also give all the audience the motivation to explore.

DIFFERENTIATION Our workshop encourages people to participate to learn and communicate with each other. People will find new things in communication and then become interested in learning. Our workshop will lead people to learn and grow.

LINKS TO Discovery Club Discovery Travel Discovery Travel App

LINKS TO Discovery Science Center Discovery + NASA

49

[EV-3]

DISCOVERY ADVENTURE EXPEDITION Discovery Adventure Expedition will encourage people to bravely go outdoors on a full expedition.

We will organize different kinds of adventure for young people, adults and even the elderly. Our expeditions will take place to every remote corner of the world, and people will be able to choose where and what to explore according to their interests.

MISSION-FOCUS Our Discovery Adventure Expedition underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by organizing the expedition events for people to bravely explore new frontiers.

SIMILARITY GoPro Mountain Games Midnight Sun River Festival DIFFERENTIATION Discovery Adventure Expedition will not be limited to just one type of adventure. We will offer a variety of adventure options to our participants.

Besides organizing expeditions for them, we will also make sure they are safe and are able to meet various needs they may have on the journey.

LINKS TO Discovery + GoPro Discovery Travel

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50

EDUCATION [ED-1]

[ED-2]

DISCOVERY SCIENCE LAB

DISCOVERY LIBRARY

Discovery Science Lab will work with every educational institution and provide space and equipment for all students and teachers in the school to do academic research. It will assist scholars in their quest for knowledge and encourage everyone to take the initiative to explore new things.

Discovery Library will provide study space, books, materials, computers and the environment for groups of all ages to learn new things they’re interested in. It will help some of people who are temporarily unable to travel to learn and grow.

MISSION-FOCUS Our Discovery Science Lab underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by providing the space and equipment for them to explore new things in different science fields.

SIMILARITY The Citizen Science Lab National Geographic Science Lab for Kids DIFFERENTIATION Unlike other laboratories, our science lab is not only open to academic teachers and students. We will set up different laboratories for every person according to different ages and education levels, so as to achieve our mission — lead people on journey to learn and grow.

LINKS TO Discovery Lab Equipment Discovery + NASA

MISSION-FOCUS Our Discovery Library reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by providing the learning space for people to study new things they’re interested in.

SIMILARITY San Francisco History Center San Diego Public Library DIFFERENTIATION Our Discovery Library will not only be a place to provide books for people, but also open different events for people of different ages (like workshop for children).

LINKS TO Discovery Science Center Discovery Workshop

51

[ED-3]

DISCOVERY AQUARIUM Discovery Aquarium will provide a Marine life center for audiences of all ages. We can help them explore and get up close to the Marine environment.

MISSION-FOCUS Our Discovery Aquarium underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by providing the center for people to observe the hidden world of our oceans.

SIMILARITY Monterey Bay Aquarium Alaska SeaLife Center DIFFERENTIATION Discovery Aquarium is not just going to be a pavilion, but also a center for researchers. We will even encourage people to participate in our research and provide people with the opportunity to get up close and personal with Marine life.

LINKS TO Discovery Museum Discovery Science Center

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52

CO-BRANDING [CO-1]

[CO-2]

DISCOVERY + GOOGLE MAPS

DISCOVERY + NASA

Discovery will work with Google Maps. When our clients travel to new places, we will provide them with travel tips and advice on tourist attractions. It encourages every traveler to explore the places they are interested in find things like authentic food and local entertainment.

Discovery will work with NASA. We will support and organize all the students to visit NASA and get close contact with space research projects. At the same time, we could provide opportunities for space travel for select customers in the future.

MISSION-FOCUS Our brand corporate with Google Maps reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by providing technical support and convenience for people to enjoy new experiences.

MISSION-FOCUS Our brand corporate with NASA underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by supporting people’s access to and participation in space research.

SIMILARITY Google Maps + Uber Google Maps + Grubhub

SIMILARITY NASA + Stellar Exploration Inc. NASA + Space Exploration Technologies Corp.

(SpaceX)

DIFFERENTIATION As the partner with Google Maps, we will be committed to leading and finding new exploration sites and ideas for our customers. While providing customers with routes, we will improve their curiosity and desire to explore new things.

DIFFERENTIATION As a partner with NASA , we will strive for any opportunity to learn and explore the space and universe for our customers. Space is no longer out of reach. Everyone will have the opportunity to explore planets outside the earth.

LINKS TO Discovery Travel Discovery Travel App

LINKS TO Discovery Science Center Discovery Lab equipment

53

[CO-3]

DISCOVERY + GOPRO Discovery will work with GoPro. We will hold the annual video competition with GoPro on the theme of exploring the beauty of the world. We will encourage everyone who loves adventure to use our co-branded action camera to film the most interesting and beautiful things they find.

MISSION-FOCUS Our co-brand with GoPro underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by selling our specialized action camera and holding an annual video competition for everyone to film something extraordinary.

SIMILARITY GoPro + Red Bull DIFFERENTIATION In our partnership with GoPro, we will focus on encouraging people of all ages to join the contest.

We don’t limit ourselves to only filming extreme sports, we welcome everyone to film their adventure.

LINKS TO Discovery Photography Contests Discovery Travel

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[PR-1]

DISCOVERY APP The Discovery App will help anyone who needs to travel to or explore a new place, and do so conveniently and safely. We will encourage our customers to explore new continents.

MISSION-FOCUS Our Discovery App reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by helping them to explore the world in the palm of their hand.

00

> Anyone can use our app to discover something new in every corner of the world.

<

00

00

> Our audience can share the latest news and explore suggestions with their peers.

< F U T U R E E X PA N S I O N S

58

59

SIMILARITY Expedia Airbnb DIFFERENTIATION The Discovery App is different from other brands.

We will provide customers with a full range of consulting and services. They can be customized for every trip. Also, we will provide the most suitable service content according to their needs.

LINKS TO Discovery + Google Maps Discovery Travel Discovery Photography Contests

> Anyone who enjoys travel can use our app to find out their next destination.

<

> Our museum welcomes children of all ages, and we offer them an interactive learning environment.

00

61

[EN-1]

DISCOVERY MUSEUM Discovery Museum will entertain and educate our audience. The museum will welcome people of all ages. The purpose of our museum is to empower people to learn and discover new things in the world to grow their interest in life.

MISSION-FOCUS Our Discovery Museum underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by building an environment to learn and discover new things about the world.

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> Everyone can find something fascinating to learn or experience something different.

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SIMILARITY Smithsonian Exploratorium Boston Children’s Museum DIFFERENTIATION Our museum will be divided according to different ages, and support academic research. We will provide special tours and exhibitions, and create the best environment to attract more people to visit, discover, and learn.

LINKS TO Discovery Science Center Discovery + NASA

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> Our museum helps everyone learn and explore new things in the most accessible way.

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[ED-1]

DISCOVERY SCIENCE LAB Discovery Science Lab will work with every educational institution and provide space and equipment for all students and teachers in the school to do academic research. It will assist scholars in their quest for knowledge and encourage everyone to take the initiative to explore new things.

MISSION-FOCUS Our Discovery Science Lab underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by providing the space and equipment for them to explore new things in different science fields.

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> Our science labs will be set up in schools and universities worldwide.

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> We help children develop curiosity for science.

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> Our labs also welcome people of all academic backgrounds.

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SIMILARITY The Citizen Science Lab National Geographic Science Lab for Kids DIFFERENTIATION Unlike other laboratories, our science lab is not only open to academic teachers and students. We will set up different laboratories for every person according to different ages and education levels, so as to achieve our mission — lead people on journey to learn and grow.

LINKS TO Discovery Lab Equipment Discovery + NASA

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> Our zoo will entertain and educate all ages.

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DISCOVERY ZOO Discovery Zoo will entertain and educate all ages.

We encourage everyone who loves animals come to learn and get close to different kinds of critters.

In particular, we welcome every child to come to the zoo with their parents having animal discovery time together.

MISSION-FOCUS Our Discovery Zoo underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by building a place to help learn about animals and grow people’s relationship with our planet.

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> We offer everyone the opportunity to get close to animals and observe them.

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SIMILARITY Smithsonian National Zoological Park San Diego Zoo DIFFERENTIATION Discovery Zoo will contain wildlife research facilities. We welcome people to visit the zoo and get close to the animals, but also encourage and provide opportunities for people who love wild animals to explore and learn about them.

LINKS TO Discovery Museum Discovery Travel

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> Exploring the world’s many animal species is no longer out of reach.

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DISCOVERY TRAVEL Discovery Travel will take people to every corner of the world, from seeing penguins in Antarctica, to witnessing the aurora at the North Pole, to something as simple as local travel.

MISSION-FOCUS Our Discovery Travel reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by offering worldwide travel that will expand their horizon in ways they won’t forget.

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> Our team helps every traveler get where they want to go.

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> We will help you create a travel plan that is most comprehensive and accommodates your needs.

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> We will help you grow and learn as you travel and explore in new places.

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SIMILARITY World Expeditions Intrepid Travel DIFFERENTIATION Discovery Travel will offer worldwide travel to our customers which will be safe and satisfying. We will provide each customer with a plan that best matches their needs.

LINKS TO Discovery Travel App Discovery + Google Maps

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DISCOVERY WORKSHOP Our workshop will organize people of different ages to participate in our workshop, and we will provide them with an environment for learning and communication. Our workshop types will be divided into different categories.

MISSION-FOCUS Our Discovery Workshop reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by having the workshop participants to learn and communicate what they have learned.

> We provide workshops for people with similar interests to communicate, learn and explore.

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> We offer learning workshops for children of all ages.

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SIMILARITY VR Workshop Photography Workshop DIFFERENTIATION Our workshop encourages people to participate to learn and communicate with each other. People will find new things in communication and then become interested in learning. Our workshop will lead people to learn and grow.

LINKS TO Discovery Science Center Discovery + NASA

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> Our workshop will lead people to gain new insight, share, and grow.

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DISCOVERY KIDS EXPLORER KIT Discovery Kids Explorer Kit will sell different sets for junior explorers, such as vest, magnifying glass, compass, binoculars. We want to inspire and promote kids to spend more time outside and discover new things around them.

MISSION-FOCUS Our Discovery Kids Explorer Kit underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by letting them discover something new outside their home.

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> Our explorer kit will inspire and promote kids to spend more time outdoors.

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> Children will use our explorer kit to discover new things outdoors.

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> We encourage every child to actively seek answers from nature.

SIMILARITY REI Explorer’s Essentials Kit National Geographic Outdoor Explorer Set DIFFERENTIATION Discovery Kids Explorer Kit will only focus on making exploration kits suitable for children to satisfy their desire to explore. Also, we will encourage every child to actively seek answers and knowledge from nature. Our products will help them raise their intellectual curiosity and improve concentration.

LINKS TO Discovery Museum Discovery Travel

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DISCOVERY ADVENTURE EXPEDITION Discovery Adventure Expedition will encourage people to bravely go outdoors on a full expedition.

We will organize different kinds of adventure for young people, adults and even the elderly. Our expeditions will take place to every remote corner of the world, and people will be able to choose where and what to explore according to their interests.

MISSION-FOCUS Our Discovery Adventure Expedition underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by organizing the expedition events for people to bravely explore new frontiers.

> Our expeditions make sure every participant has a rewarding journey while keeping them safe.

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> Our expeditions offer a variety of adventure options.

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SIMILARITY GoPro Mountain Games Midnight Sun River Festival DIFFERENTIATION Discovery Adventure Expedition will not be limited to just one type of adventure. We will offer a variety of adventure options to our participants.

Besides organizing expeditions for them, we will also make sure they are safe and are able to meet various needs they may have on the journey.

LINKS TO Discovery + GoPro Discovery Travel

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> Our expeditions will take you to every remote corner of the world

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DISCOVERY + GOPRO Discovery will work with GoPro. We will hold the annual video competition with GoPro on the theme of exploring the beauty of the world. We will encourage everyone who loves adventure to use our co-branded action camera to film the most interesting and beautiful things they find.

MISSION-FOCUS Our co-brand with GoPro underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by selling our specialized action camera and holding an annual video competition for everyone to film something extraordinary.

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> Our co-branded action camera will be the smallest and most convenient adventure recorder.

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> We encourage everyone who loves adventure to use our action camera to film everything they see.

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> Our action camera will support and document every unique expedition.

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SIMILARITY GoPro + Red Bull DIFFERENTIATION In our partnership with GoPro, we will focus on encouraging people of all ages to join the contest.

We don’t limit ourselves to only filming extreme sports, we welcome everyone to film their adventure.

LINKS TO Discovery Photography Contests Discovery Travel

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DISCOVERY LIBRARY Discovery Library will provide study space, books, materials, computers and the environment for groups of all ages to learn new things they’re interested in. It will help some of people who are temporarily unable to travel to learn and grow.

MISSION-FOCUS Our Discovery Library reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by providing the learning space for people to study new things they’re interested in.

> Our library helps people of different ages to learn and grow together.

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> Our library provides a learning space for everyone.

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SIMILARITY San Francisco History Center San Diego Public Library DIFFERENTIATION Our Discovery Library will not only be a place to provide books for people, but also open different events for people of different ages (like workshop for children).

LINKS TO Discovery Science Center Discovery Workshop

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> Our library helps those who are temporarily unable to travel to continue growing.

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DISCOVERY + NASA Discovery will work with NASA. We will support and organize all the students to visit NASA and get close contact with space research projects. At the same time, we could provide opportunities for space travel for select customers in the future.

MISSION-FOCUS Our brand corporate with NASA underscores our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by supporting people’s access to and participation in space research.

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> We will explore outer space with NASA.

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> We will provide select customers with an opportunity for space travel.

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> We support and organize students to visit NASA and get close contact with space research projects.

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SIMILARITY NASA + Stellar Exploration Inc. NASA + Space Exploration Technologies Corp.

(SpaceX) DIFFERENTIATION As a partner with NASA , we will strive for any opportunity to learn and explore the space and universe for our customers. Space is no longer out of reach. Everyone will have the opportunity to explore planets outside the earth.

LINKS TO Discovery Science Center Discovery Lab equipment

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> Our local tours will be present in cities around the world.

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DISCOVERY LOCAL TOURS Discovery Local Tours will guide people to local sightseeing. Our local tours will focus on cities, in order to show people local culture and great cuisine in their area.

MISSION-FOCUS Our Discovery Local Tours reinforces our commitment to lead people on a journey across the world and empower them to learn and grow from new experiences by offering local guides in a given city to discover the gems that city has to offer.

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> We show every tourist local culture and great cuisine.

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SIMILARITY Skyline Sightseeing Tower Tours DIFFERENTIATION Discovery Local Tours will set up our tours in cities around the world. Our goal is to help visitors from all over the world to quickly discover the beauty and learn the culture of new cities. At the same time, we also provide guides for locals to rediscover new things they might have missed.

LINKS TO Discovery App Discovery Travel

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> Our local tours will guide people to neighborhood sightseeing.

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< SOURCES

SOURCES > CONTENT corporate.discover y.com

> PHOTOGRAPHY corporate.discover y.com unsplash.com

Design: Yu Liu Instructor: Hunter Wimmer GR 604 The Nature of Identity Academy of Art University

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J O U R N E YA C R O S S T H E .W O R L D