TLC is currently broadcast in 150 countries and is viewed by over 300m households in the US, and across western and Eastern Europe according to The Discovery Channel.
Design work has been carried out by the network’s in-house team Discovery Creative and led by vice president and executive creative director Federico Gaggio.
Positioned as a real-life entertainment product ‘with a British twist’, the channel primarily targets women and will broadcast a mix of US content and unique commissioned UK content, says Gaggio.
The letters TLC appear as separate tiles, which can be used as ‘windows or mirrors to observe or watch content through,’ according to Gaggio who says the letters can ‘spin, move and dance’ and provide a platform ‘to curate the channel’.
‘The brand vision is to engrain the brand in popular culture. The sentiment is “where the relatable meets the remarkable” – you might consider they’re people like you, but not quite like you,’ says Gaggio.
This tone of voice has been developed for the written word and on air where live announcers will be used for the first time on a TLC channel to engage the audience, who will have social media responses to shows read out.
A micro pig, named Glitzy, which features in one of the new shows will appear heavily in on-screen branding, idents and ads.
An ad campaign by Discovery Creative, is rolling out across TV ads on ITV, Channel 4, Sky’s entertainment channels and Discovery’s own TV channels, as well as newspaper cover wraps and outdoor ads ahead of the channel launch on 30 April.