Investigation Discovery Uncovers New Look

Redesigned logo for growing female net launches Monday
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On Monday, Investigation Discovery will launch a new logo
and on-air look aimed at defining ID as a major entertainment brand for female
viewers.

ID is coming off a banner month, having ranked as the number
four network in daytime delivery among women 25-54 in February (behind USA, TNT and TBS)
after having ranked 33rd two years ago.

"We thought it was really time to make a change visually
that kind of reflected that momentum," says Henry Schleiff, president and GM of
ID and Military Channel.

ID_rebrand.jpg

The new look for the network coincides with the upfront season (ID
will present to advertisers in New York on April 5 along with the other
Discovery Communications nets) as well as the its campaign for new series Fatal Encounters, which premieres April
9. But rather than represent a shift in strategy, the rebrand is meant to marry
the net's visuals with its mystery and true-crime programming.

"A tilt on the logo is meant to represent a little bit of
our personality," Schleiff says. "It's a little bit of the freshness I think of
turning a story on its side, which we try to do."

In addition to the new logo, ID will introduce a new tagline
in April "Your Guilty Pleasure," a nod to viewers' addictive love of series
like Who the (Bleep) Did I Marry? and
Deadly Sins. Both were among the 22
series on the net that drew a 1.0 rating or greater in the last year -- seems ID
is catching plenty of viewers red-handed.

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