Dunning Eley Jones creates new identity for Animal Planet

Dunning Eley Jones were briefed to create a look that expressed the channel's values: instinctive, immersive, playful, emotional and entertaining.

The relaunch includes a range of new programmes, including docu-soaps and unscripted dramas, aimed at individuals aged 25 to 49, rather than families.

Animal Planet has also adopted a new tagline, "Same planet. Different world", to reflect the changes and emphasise the channel's animal perspective.

Dunning Eley Jones replaced the old elephant and globe logo with a new Animal Planet logo that is intended to convey an "animalistic boldness".

The new identity went on air on February 3 in the US and the international rollout is planned for the summer.

Brian Eley, creative director at Dunning Eley Jones, said: "We created a range of typographic animations and combined real animals with unexpected music choices, resulting in surreal, witty animal portraits, such as a hyperactive monkey and a pampered cat wearing a tiara."

Vicki Lowell, senior vice -president of marketing for Animal Planet Media, said: "We want our audience to feel before they think, replicating how life and death is acted out everyday in the animal kingdom.

"Our new brand identity immerses viewers in the instinctual emotion of the animal world."