Cannes Lions

Animal Planet Rebrand


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To take a much-loved but tired TV channel identity and reposition it as a premium global brand for animal content with a fresh, consistent identity that would work globally, across all touchpoints and platforms.


Because the old identity did not reflect the emotional engagement A25-54 consumers and their families had with the brand, or the new mission, Animal Planet launched a comprehensive and global rebrand. The rebrand was centered around the mission to keep the childhood joy and wonder of animals alive by bringing people up close in every way. By leveraging Animal Planet's heritage, the agency used the elephant for its majestic, exotic, and intelligence, and in a fresh and distinctive rendition, created the new leaping elephant that captures the joy and energy of the Animal Planet brand.


Animal Planet needed to be the antidote to the hustle and bustle of everyday life. As a result, the design approach is deliberately clean, simple, and uncluttered. Across on-air and off-air, information was stripped back to the bare essentials. The bold, informal identity is centered around the flexible and responsive leaping elephant logo mark that leverages the channel’s heritage, while at the same time epitomising the joy and energy of Animal Planet’s positioning.


Animal Planet is now a future-proofed multi-platform global brand that by Q4 2019 will be in over 360 million homes, across over 200 countries and territories, right round the world.

Early results are impressive. A month after the rebrand launched our core P25-54 demographic has increased by ¼ million viewers in the U.S. alone.

Audiences have been steadily rising after showing decline. There has been a 50% increase in ‘Brand Stickiness’ that has resulted in both occasional and regular viewers staying longer.

Relaunching with the landmark new series ‘Crikey! It’s the Irwins’ gave Animal Planet its biggest audience in 5 years and was the highest-rated premiere in network history for women aged 25-54.

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