Animal planet needed a trademark that is perceived as universal and transcends all platforms, thus making it a global identity.
Animal Planet required a mark to represent the global aspect of the brand, as an experience that transcends across countries, regions and cultures and beyond linear: a platform-agnostic approach. The new elephant is a truly global mark for Animal Planet.
Chermayeff & Geismar & Haviv recreated a clean mark for Animal Planet using a minimal elephant, coupled with a contemporary and friendly typeface. The old logo is the majestic elephant and the globe. Thus holding onto the core concept, the new elephant rendition simply brings in energy, joy and excitement. There was also a need for the logo to be easily reproduced and usable across multiple offline and online platforms. The new minimal logo provides this versatility.