Nat Geo Unveils Global Rebrand, New Tagline “Further”

WASHINGTON, D.C.: National Geographic is undergoing an extensive global rebrand across the company, with the new tagline “Further” meant to embody “the ethos and spirit that have defined the National Geographic brand for over 128 years.”

The rebrand will reach across every aspect of National Geographic, including the visual presentation of the global channels in 171 countries, the magazine, nationalgeographic.com, all of the company’s social and digital platforms and the National Geographic headquarters in Washington, D.C. The “Further” tagline is meant to capture “the aspirations of the National Geographic audience and serves as a rallying cry for its employees, explorers, photographers, producers and other constituencies as well as a promise to advertisers, affiliates, educators and other external partners.”

National Geographic will now share one unifying brand logo across all of its media platforms. The network will also drop the word “Channel” from all on-air and off-air extensions across 440 million households in 171 countries and 45 languages. On the channel, the campaign includes a new distinctive on-air look, brand IDs, brand animations and talent IDs.

“A year ago we combined all of our content platforms into one company, establishing an unparalleled and enviable global reach for our iconic brand, which touches over 730 million consumers every month,” said Declan Moore, CEO of National Geographic Partners. “Now, as we reimagine our business for the 21st century, this rebrand—the largest in our history, and possibly the largest of any integrated media company—reinforces to consumers and the marketplace, with a singular vision, the power of the National Geographic brand as well as the premium, visually spectacular nature of our storytelling across every platform.”

“‘Further’ allows us to cement National Geographic in the minds of consumers, whether the magazine, the channels or the society,” added Gary E. Knell, the president and CEO of National Geographic Society. “Through our unmatched support of explorers, adventurers, scientists, educators, photographers and other storytellers, we aim to build a worldwide, public community of learners. And I can’t think of anything that encompasses our mission better than the idea of ‘Further.'”

“This rebrand marks a significant turning point in the realization of our transformational new vision for National Geographic Channel,” said Courteney Monroe, the CEO of National Geographic Global Television Networks. “As a new brand positioning statement, ‘Further’ aligns perfectly with our new premium programming strategy, which is built on quality, distinctiveness and the relentless pursuit of creative excellence. The new visual design is sophisticated, contemporary and cinematic and lives up to the promise of the National Geographic brand.”