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Animal Planet Logo Change

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You might consider me very late on this, and in a way I probably am. I usually not giving bad comments on brands and logos, but this time, almost a year later, I couldn’t stop myself doing it. I tyried to watch a show on Animal Planet last night. Well I pretty much couldn’t… or better say I didn’t enjoy it. I was totally and definitely annoyed by their new (well, already old logo).

I honestly consider it one of the ugliest rebrands, redesigns of a logo, I have ever seen.  The letters which take on different weights, colors and textures are sending me the message of a unfinished draft logo on a designer table that still has long way to go until done.

Animal Planet Logo Change

Animal Planet Logo Change

All these even though the new logo was designed by Dunning Eley Jones, a London-based design firm with plenty of experience in TV branding.  I am just curious if any of my readers here, see any of the message in this logo.

The lucky thing is that the Discovery Channel logo change wasn’t such a failure, on the opposite.

Discovery Channel Logo Change

Discovery Channel Logo Change

17 responses so far ↓

  • 1 Ty // Apr 29, 2009 at 2:03 pm

    I hate both of the logos.
    I think the logo designer has messed up big time.
    I want my old Discovery Channel logo back.
    I want the one I fell in love with (lol, jk)

    The Discovery HD logo is ever worse. Much worse.

    Please Discovery Channel, bring back the logo everyone loved. And Discovery Networks should bring back the old Animal Planet logo as well.

    What’s next? Microsoft makes Macintosh, and Coke makes TVs.


  • 2 realdesigner // Jun 1, 2009 at 3:51 pm

    yea WTF were they thinking???

  • 3 Jane Walker // Jun 12, 2009 at 10:55 am

    I think the new logos are ugly – I definitely vote for the old ones – if it “ain’t broke – don’t fix it!”

    The money they probably spent on the new logo could have been spent helping animals in need!

  • 4 john kelemen // Jun 22, 2009 at 6:39 am

    yes, the old logos were far more professional, friendlier and better than the new ones. the animal planet’s new “safari” styled logo is simply unprofessional, ugly and hideous.
    the new discovery channel logo (which is not used at the time of my writing in Europe) is slimmer, more stylized and cleaner than the old one, but the old logo has a more more human friendly feeling and colors. please someone start a petition for keeping the old logos. it was too bad someone payed big money to re branding something that was perfect already.

  • 5 me // Jan 20, 2010 at 11:04 am

    i m sorry….but just want to know more about design..
    how to say that the logo letters has taken on different weights?

    thx for telling..=)

  • 6 Alexis // Jan 25, 2010 at 1:47 pm

    I agree this logo is REALLY ugly and why is the M on its side?? it bothers me!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

  • 7 mike // May 20, 2010 at 3:48 am

    I don’t think the new logo is all that bad…after u get the message the designer was going for. Seeing that they are animals of all different shapes colors size textures, he was just trying to the ANIMAL that vibe.
    I don’t know why the M is on its side though :s

  • 8 William Gerrish // Jun 2, 2010 at 3:40 am

    Am I the only one that sees a momma bird feeding a baby bird in the white areas of the sideways “M” of the Animal Planet logo? This plays on the same idea of the arrow in the FedEx logo. Some people do not see it without first being told.

  • 9 ivan // Jun 3, 2010 at 10:30 am

    I am very curious in why the M is on its side, and I agree with Mike I honestly don’t think it’s a bad logo what I like about it is that it plays with typography and not illustrations to communicate what animal planet is about, it has by far more personality than the old logo.

  • 10 Christine // Jun 6, 2010 at 4:55 am

    I was looking online to see if anyone else had issues with the sideways M on the Animal Planet logo. My only guess is that it’s suppose to represent tiger stripes…but it really bugs me.

  • 11 John // Jul 25, 2010 at 10:00 pm

    I love Animal Planet but I cannot figure out why the M is so important in that logo. WHY!?

  • 12 Narnians // Jan 23, 2011 at 2:22 pm

    The reason why they changed animal planet’s logo is because they’re changing it into an adult channel instead of a family channel and this makes me angry and they’re not putting on shows about animals the only shows with animals are: Dogs 101 ,Cats 101, Pets 101. This is making me so angry because they’re putting on stupid shows like Pit Boss, The Haunted, Confessions Animal Hording, and Pit Bulls and Parolees! GRRRRR!!!!!

  • 13 Narnians // Jan 23, 2011 at 8:44 pm

    And I LOVE It’s Me or The Dog

  • 14 Alberto // May 29, 2011 at 2:14 pm

    I can only think of two things that are worse than SQUASHING typography that someone took months to create. GRRRR indeed!

    “Am I the only one that sees a momma bird feeding a baby bird in the white areas of the sideways “M” of the Animal Planet logo? ”
    If anything, a “momma bird feeding a baby bird” would happen on a vertical plane (ie having the M as it should be).

  • 15 mikal // Apr 4, 2012 at 10:33 am

    “The History Channel logo has 2 masonic pillars on the ground with a pyramid to the side. The Animal Planet logo has an “M”, the 13th letter of the alphabet. With the “M” sideways, it’s a 13. Exactly like McDonalds and Arby’s logos sideways. 13 is an Illuminati’s signature number. 13 Bloodlines.”

  • 16 executeclothing // Oct 6, 2012 at 7:38 am

    mikal is exactly right. ^^^
    do your research and you will find that nearly every big corp [who all own eachother] logos are all changing very rapidly recently and they all have a more blatant than before masonic/illuminati/egyptian symbolism in them. Chrysler is straight up the Wings [eye] of Horus and wal*mart changed their star hyphen to a logo of the six pointed sun god. Once you know what to look for, you don’t even have to look for them anymore… they just slap you in the face

  • 17 Chaudhary // Apr 22, 2014 at 4:46 am

    I want my old Logo Discovery channel & Animal Planet. thnx i love old logos

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