Discovery’s Home Rebrands to HGTV in the U.K.

Discovery has rebranded its Home channel to HGTV in the U.K., including a new localized brand identity inspired by British design trends, with a revamped logo and website.

HGTV celebrates the spirit of home with stories, characters and home transformations that empower fans to design the homes they love. The U.K. rebrand gives audiences access to the content that has made HGTV a household name in the U.S., with titles including Fixer Upper, Lottery Dream Home and House Hunters, combined with local programs that include Sarah Beeny’s Renovate Don’t Relocate, Escape to the Country and DIY SOS.

The localized brand identity reflects the British trends, seasons and content of the channel. Six new identifications promote the idea that inspiration can come from anywhere, from the texture of a flickering neon sign to the movement of the Mediterranean Sea and the color in a bowl of meringue kisses. The rooftop on the logo has been given a new life as the catalyst for text animations and transitions.

Clare Laycock, senior VP and head of lifestyle and entertainment brands at Discovery, said: “We are excited to welcome this iconic global brand to the U.K. HGTV powers people’s passions for home with the best property and renovation shows in the world. Its launch in this market is supported by a playful new brand identity and a local HGTV website, rich with inspiring home improvement content. As the ultimate destination for home enthusiasts, its launch provides a powerful opportunity to connect advertisers with these fans across all platforms.”

Robin Garnett, VP of branding and creative at Discovery, added: “HGTV celebrates the home as a vibrant and ever-changing space, reflecting our changing tastes and life stages. We have captured this in the new identity by creating a series of living mood boards: each one explores how different British design trends (from über-glam to jungle motifs) find their way into our homes, all expressed with wit, playfulness and oodles of style.”