People/Biz

NatGeo goes “Further” with brand refresh

National Geographic is hitting the refresh button with a global rebrand, its largest ever, across all of its media platforms, experiences and nonprofit organization. Unveiled on Wednesday (Oct. 26), the rebrand ...
October 26, 2016

National Geographic is hitting the refresh button with a global rebrand, its largest ever, across all of its media platforms, experiences and nonprofit organization.

Unveiled on Wednesday (Oct. 26), the rebrand builds on NatGeo’s 2015 expanded joint venture with 21st Century Fox (which gave the media co. 73% control of the then-newly created National Geographic Partners), and the convergence of all its content platforms into one company, and seeks to cement its position as a global leader in premium content.

Featuring the new global tagline “Further,” the rebrand, will coincide with the global event series premiere of Mars (pictured), a hybrid scripted/unscripted film about mankind’s quest to colonize the red planet from prodco Radical Media and producers Ron Howard and Brian Grazer, on Nov. 14 at 9pm ET/8pm CT. It will touch every aspect of National Geographic —  both the for-profit National Geographic Partners and the nonprofit National Geographic Society — and will impact the visual presentation of the global channels in 171 countries, the magazine, the website, all of the company’s social and digital platforms and the National Geographic headquarters in Washington, D.C.

The rebrand will see the company share one unifying brand logo across all of its media platforms. The NatGeo network will also drop the word “channel” from all on-air and off-air extensions across 440 million households in 171 countries and 45 languages.

On the channel, the campaign includes a new distinctive on-air look, brand IDs, brand animations and talent IDs, featuring talent including Jason Silva (Brain Games, Origins), Neil deGrasse Tyson (StarTalk with Neil deGrasse Tyson) and Richard Bacon (Explorer) as well as explorers and photographers. The network has also unveiled a new brand anthem and slate spot timed to the rebrand.

“This rebrand marks a significant turning point in the realization of our transformational new vision for National Geographic Channel,” said Courteney Monroe, CEO, National Geographic Global Television Networks in a statement. “As a new brand positioning statement, ‘Further’ aligns perfectly with our new premium programming strategy, which is built on quality, distinctiveness and the relentless pursuit of creative excellence. The new visual design is sophisticated, contemporary and cinematic and lives up to the promise of the National Geographic brand.”

The rebrand will also see the magazine’s cover redesigned, with a renewed focus on the iconic imagery National Geographic is known for, beginning with the November Mars issue. The website and all digital and social channels will also relaunch Nov. 14, reflecting the new design. And the NatGeo headquarters will be outfitted with imagery from the new campaign outside the museum and inside the offices.

At the beginning of 2017, the rebrand will grow to include a “Further” section in National Geographic magazine, a “Further” web series and more consumer-facing activations to be announced.

All in all, the rebrand will touch every business unit of National Geographic, including the kids business, travel business, live events, consumer products and more.

In a release, NatGeo said the tagline embodies the ethos and spirit that have defined its brand for over 128 years. It also embraces the company’s raison d’être — to be the leading premium content destination for science, exploration and adventure, and “captures the aspirations of the National Geographic audience and serves as a rallying cry for its employees, explorers, photographers, producers and other constituencies as well as a promise to advertisers, affiliates, educators and other external partners.”

“As we re-imagine our business for the 21st Century, this rebrand — the largest in our history, and possibly the largest of any integrated media company — reinforces to consumers and the marketplace, with a singular vision, the power of the National Geographic brand as well as the premium, visually spectacular nature of our storytelling across every platform,” said Declan Moore, CEO National Geographic Partners, in a statement.

 

 

 

About The Author
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.

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