{"id":7427,"date":"2012-01-10T16:24:34","date_gmt":"2012-01-10T16:24:34","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=7427"},"modified":"2012-01-10T16:24:34","modified_gmt":"2012-01-10T16:24:34","slug":"form-sets-look-for-discovery-max","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=7427","title":{"rendered":"Form sets look for Discovery Max"},"content":{"rendered":"<p>Discovery Networks International is launching the new free-to-air channel \u2018Discovery MAX\u2019 in Spain on January 12th, with a logo and identity system created by Form.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/01\/Form-Disc-Max-1.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-7431 lazyload\" title=\"Form-Disc-Max-1\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/01\/Form-Disc-Max-1.jpg?resize=300%2C233&#038;ssl=1\" alt=\"\" width=\"300\" height=\"233\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/233;\" \/><\/a><\/p>\n<p>Targeted at a broad audience, the channel will offer a variety of programming including wildlife, motor, cooking, docurealities and extreme survival. Art direction for the new identity is by Paul West\/Paula Benson at Form.<\/p>\n<p>\u201cDiscovery MAX programming will champion the people that escape convention and challenge the rules, the ordinary people who go out and do extraordinary things,\u201d said Benson. \u201cThese larger-than- life characters show what life\u2019s really all about with guts and passion, and their stories prove that real life is a lot more exhilarating than fiction.\u201d<\/p>\n<p>\u201cWe therefore felt the brand identity needed a sense of energy and dynamism, but also link to the overall Discovery Network\u2019s identity. We opted for a simple, direct aesthetic,\u00a0with gravitas &#8211; a new channel identity needs to look immediately reliable.\u201d<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/01\/Form-Disc-Max-2.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-7430 lazyload\" title=\"Form-Disc-Max-2\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/01\/Form-Disc-Max-2.jpg?resize=300%2C300&#038;ssl=1\" alt=\"\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/01\/Form-Disc-Max-2.jpg?w=300&amp;ssl=1 300w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/01\/Form-Disc-Max-2.jpg?resize=160%2C160&amp;ssl=1 160w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2012\/01\/Form-Disc-Max-2.jpg?resize=320%2C320&amp;ssl=1 320w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><\/a><\/p>\n<p>Benson said a key part of the identity was the large, impactful images sourced from the programmes themselves \u2013 \u201cimagery which communicates energy and adventure, as well as identifiable personalities such as Bear Grylls, which will have immediate connection with the viewer.\u201d<\/p>\n<p>The logo itself incorporates the Discovery corporate typeface for the word \u2018Discovery\u2019 in order to have direct connection to the parent brand. A highly customised version of Futura extra bold was used for the work \u2018Max\u2019.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/01\/Form-Disc-Max.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-7428 lazyload\" title=\"Form-Disc-Max\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2012\/01\/Form-Disc-Max.jpg?resize=300%2C181&#038;ssl=1\" alt=\"\" width=\"300\" height=\"181\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/181;\" \/><\/a><\/p>\n<p>\u201cA key identifier of the logo, and indeed the overall visual language, is a dynamic upwards angle running from left to right across all pieces,\u201d explained Benson. \u201cThis angle applies to imagery as well as graphic panels. A colour gradient system from light to dark is also a key part of the identity. The lead colourway is a vivid blue fade [reminiscent of a globe\/sea\/nature] and secondary palettes in red, yellow and green.<\/p>\n<p>Bold typographic styling is also incorporated with headings in tightly kerned capitals, always in black or white. We have also specified such details as MAX always being typeset, even in text, in capitals.\u201d<\/p>\n<p>Form has created all versions of the logo for use across a multitude of materials, a comprehensive identity system and styleguide which covers the design of print and outdoor advertising, event banners, presentation templates, stationery and merchandise. The system was designed to work with the on-air identity developed by Discovery\u2019s creative team in London.<\/p>\n<p><a href=\"http:\/\/www.form.uk.com\" target=\"_blank\">Visit Form for more information<\/a><\/p>\n<p><a href=\"https:\/\/firedbydesign.com\/3806\/face-to-face\/\" target=\"_blank\">More stories about Form on Fired By Design<\/a><\/p>\n<p>&nbsp;<\/p>\n<address>Credits<\/address>\n<address>Client: Discovery Networks Western Europe<\/address>\n<address>Art Direction: Paul West\/Paula Benson: Form<\/address>\n<address>Design: Paula Benson\/Paul West\/Joe Wassell Smith\/Chris Moore<\/address>\n<address>Project Management: Paula Benson: Form<\/address>\n","protected":false},"excerpt":{"rendered":"<p>Discovery Networks International is launching the new free-to-air channel \u2018Discovery MAX\u2019 in Spain with a logo and identity system created by Form.<\/p>\n","protected":false},"author":129,"featured_media":7429,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2264],"tags":[30,1597,2218,2335],"class_list":["post-7427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-inspiration","tag-branding","tag-form","tag-graphic-design-2","tag-logo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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