Animal Planet - Relaunch

Relaunch

On February 3, 2008, Animal Planet "relaunched" itself under a new image that "sheds its soft and furry side for programming and an image with more bite." As part of the relaunch, Animal Planet replaced their elephant and spinning globe logo for a starker text image that allows more flexibility in its usage. Eight new shows and specials scheduled to air in February, with the new shows aimed at reaching a more adult audience with programming designed to tap into humans' basic instincts with stories that reiterate what makes humans human.

The goal is to move from being perceived by viewers as paternalistic, preachy, and observation-based to being seen as active, entertaining and edgy. That means targeting adults 25-49, rather than full families, with less voice-of-God narration and more visceral imagery and sounds. Think of it as swapping a drab narrator saying that a lion is about to kill its prey for the blood-curdling scream of the doomed creature as it meets its demise. —Anne Becker, Broadcasting & Cable

This rebranding effort continued in 2010 with a change of the network's slogan, from "Same Planet, Different World" to "Surprisingly Human".