Animal Planet Refreshes Brand with New Look & Mission

Animal Planet has a new brand identity with a fresh mission, mark, look and logo as the network goes global under President Susanna Dinnage.

Animal Planet’s mission is centered on “keeping the childhood joy and wonder of animals alive by bringing people up close in every way.” The Animal Planet global brand identity will provide a multiplatform experience for all members of the family. It begins as a phased rollout on October 28 in the U.S. and U.K., followed by all remaining countries and territories by the end of Q1 2019.

Animal Planet’s upcoming programming will expand on previously announced original series, beginning with the global series premiere of Crikey! It’s The Irwins. Other new series to premiere with the Animal Planet global brand rollout include Amanda to the Rescue, featuring Amanda Giese, and the five-part TV event Big Cat Tales.

“Animal Planet has been a much-loved brand around the world for more than 20 years and the time has never been more right to engage with mass audiences across every platform who are as passionate about animals as we are.” said Dinnage. “We are able to reach all generations through our content and storytelling—we are here to entertain and delight by bringing people up close to animals and nature. With recent successes we go from strength to strength as we position Animal Planet as a global brand leader.”