Discovery UK Integrates Brand Refresh Across Free-to-Air Channels

Discovery UK has rolled out its largest-ever integrated brand refresh across its free-to-air portfolio, with the new branding aligning with the dplay streaming service.

The rebrand was born out of a research study that highlighted the popularity of dplay amongst consumers and its potential as a unifying umbrella brand for the linear channel brands. The family of channels—including Quest, Quest Red, Really, HGTV, Food Network and DMAX—will have a shared on-screen presentation and navigation system.

Rebecca Diver Phillips, VP of brand strategy, commented: “We are proud to unveil a new visual identity for our free-to-air channels. With dplay serving as the unifying brand, it allows viewers to navigate our content across all platforms in a seamless and entertaining way. We are particularly pleased to have been able to launch it at this time, while our ‘stay home heroes’ are tuning in to our channels to watch the programs they know and love.”

Robin Garnett, VP of branding and creative, added: “For this ambitious rebrand we’ve adapted a digital-first visual identity to the demands of a linear navigation system, as well as across off-air, social and digital platforms. While the channels each retain their distinct personalities, the shared signature expressions of the dplay brand—inspired by people touching a screen—help to unify our portfolio of brands and create a fluid user journey to discovering more of the real-life content our viewers love.”