See it in action on the Animal Planet website.
Designer: Dunning Eley Jones
This is a terrible, terrible logo. I complained about it as soon as it was released… http://creativebits.org/what_the_hell_is_this
To be honest, I am a fan, it breaks out the usual logo design aesthetic and it works well on tv. It is extremely memorable, bold and suits well for the purpose. However, I do know that it is a very unpopular logo but heh, some people even like the London 2012 logo so each to their own.
I’m okay with the sideways M, but not with the A and I being squeezed on the top line. I love to find the meaning in a logo, and really can’t see the point of some of the design decisions on this one.
I get the overall concept – but I think there is a better solution than this. I don’t mind how they use it for commercials and such, but when it is by itself, it’s an eyesore.
It honestly looks like someone just learned that they can outline fonts in Illustrator and squish them. It’s really a sub-par solution. I would love to see their other options.
I was oddly angry and sad when I first saw the new logo on TV, it was more of a “WTF!?” than “uh..what?”
Horrible, horrible logo. What was they thinking for aprroving this? *sigh*
@Leventhan – Ha, my first emotion was anger and disbelief as well.
I’ll have to agree with some of the others. While the concept is strong, the execution is not. Comes across as very amateur.
Oof–that smarts. I’m with Brandon: that top line is just such an eye-sore.
Urk! This is really a bad one. I don’t think I need to say more than the others about that top line’s stretch and extended letters… and I really hope this is channel 3 or else the sideways M just doesn’t make sense!
It is not that bad… It works well on TV and it actually looks pretty bold with an angle on the current website~
In retrospect this logo says about a lot about the Animal Kingdom. It comes in all shapes and sizes and even though at times it doesn’t seem to fit together it just does. I’m not saying that I enjoy looking at it or that I am disagreeing with the consensus, but I do believe that it does have purpose and I can see the angle the designer was coming from.
it looks like word-art
the M on its side, horrible
the squeezed letters
and what was wrong with the old logo?
itw as perfectly fine, so why change it
it seems like they wanted to do a “hip” new design which I am getting tiered of (because just about everyone is doing it), their previous one was much better.
The type in the logo looks stretched! But i can see this logo working well with motion design. Meh…next please.
Terrible logo. Looks like they ran out of space by squishing some letters
Ok, so I had a chance to see this logo ‘IN ACTION’ on Animal Planet (I don’t have sky) and to be honest I think might have sicked up a bit in my mouth. I was hoping that they would at least back it up with some great animation. From where were I was sitting, at about a normal couch to t.v ratio I could barely make the logo out. The N, I and A faded in to obscurity. Which begs the question “What exactly were they thinking?” I try not to be overly critical, since I suffer from the “I’m not good enoughs” So, yeah. Grrrrr to Animal Planet.
the logo has reflected animal planet and it has unique character..nice logo
What was wrong with the original logo?
The first time I saw this logo, I recognize the the “M” resembles a claw or something like a scratch to exhibit a wild personality. This logo is far-fetched but will take time to sink in the audience eye.
The original logo was wayyyyy better and nice.. this has no meaning and everything about this is odd http://en.wikipedia.org/wiki/index.html?curid=6844433
I don’t get why they put the “M” sideways and the rest of the word normal. Can anyone explain to me?
One would think an “Animal Planet” logo would be more ecologically minded – the logo leaves a filthy footprint & a fowl taste of hoof in mouth – I can’t dance to it.
I have to say that the logo bothers me too. The first time I saw it I commented about how I didn’t like it. I do like the concept, but the concept needs to be better executed. It looks like somethink I could throw together on PowerPoint in 5 minutes. Incidents like this, sometimes makes me wonder if some companies have ties to certain graphic designers and don’t want to stop using them, even though their designs are outdated. My college is somewhat similar. The graphic designer at my college is not up to par, she puts all her designs together in PowerPoint and Publisher, and they don’t fire her just because the President favors her as a person, not necessarily her design. While we have an entire art department of students who are willing to do design work for the school.
The “M” sideways is because it is their 30th anniversary I am pretty sure. Not the best execution but I am glad they at least aligned the end of the “L” in animal to the end of “T” in planet. I am usually always against distorting type, but it does lend itself to look like animal stripes. I can agree it is not the best execution, but definitely not the worst logo out there.
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