The consultancy was appointed to the work around three months ago by A+E Networks UK without a pitch, having rebranded the History and Military History channels four years ago.
Peter Allinson, designer at Dunning Penney Jones, says, ‘The Military History Channel used to have a lot of historical content, but now they’re looking to bring in a bit more high-energy content.’
The on-screen look and feel aims to complement the channel’s new programming line-up, drawing on the logo and typeface to create an identity that will be used across navigational elements and promotional materials.
The identity uses the channel’s existing red colour palette and the silhouetted figures used on the idents were created by Dunning Penney Jones for the channel’s rebrand.
Allinson says, ‘We decided to use the plinth element of the logo as a device to shoot on and off the page. The way we animated it was to bring the high-energy, dynamic animation and recreate it with the new content they’re broadcasting.’
Dunning Penney Jones also created a new logo and on-air promotional kit for the channel’s Demilitarised Zone (DMZ) – a new feature that shows programmes focusing on ‘investigation, intrigue and exploration’, according to the consultancy.
The new identity aims to mark a clear distinction for the new section that also reflects the overall channel identity.