National Geographic is set to launch a rebrand as expansive as the view from the top of One World Trade Center, where the company announced its plans Tuesday afternoon. The rebrand will reach all of the company’s properties, in addition to its nonprofit organization, National Geographic Society. The 700 million consumers that National Geographic reaches each month will notice a unified brand logo and tagline across its vast portfolio.
“Our clear charge going forward is to reinvent National Geographic for the 21st Century, and in so doing, establish the world’s leading premium brand in science, adventure and exploration,” said Declan Moore, CEO of National Geographic Partners, in his opening remarks. “As the current stewards of one the most trusted and enduring global brands, we are mindful of our audience’s trust and affinity in our iconic yellow border and its 128-year history. But as we have elevated our programming, returning to premium, unabashedly smart content, we thought it important that the entire brand at every level, reflect that.”
“What began as an exercise to simply overhaul the look and feel of the National Geographic Channel has now become a comprehensive rebrand of every single National Geographic consumer touchpoint, across both National Geographic Partners as well as National Geographic Society,” said Courteney Monroe, CEO of National Geographic Global Television Networks, in her opening remarks.
Part of this extensive rebrand is “Further,” National Geographic’s new global tagline. “’Further’ is a call to arms, a rallying cry, an ever-shifting marker of progress,” Courteney said. “One of the things I love most about ‘Further’ is that, by definition, it never ends – it knows no bounds. It conveys to viewers, readers, advertisers and creators that we embody a relentless pursuit to go deeper, to push boundaries and to be pioneering in everything we do, just like every National Geographic Explorer.”
When asked a question during the luncheon announcement about how much consideration was given to other taglines, Courteney said that “what was so exciting and refreshing was how much we all loved this as soon as we landed on it.”
She added that “Further” is more than a tagline for consumers; it’s meant to be a North Star that sets the course internally for National Geographic’s colleagues, reminding them “to continually seek, to take risks, to remain restless and to never settle.”
In early 2017, the magazine will also feature a “Further” section. National Geographic will also launch a “Further” web series and other consumer-facing activations, which will be announced.
The network formerly known as National Geographic Channel
As part of the rebrand, National Geographic Channel will be known simply as National Geographic in all its on-air and off-air extensions across 440 million households in 171 countries and 45 languages. This change will coincide with the premiere of “MARS” on Monday, Nov. 14, at 9 p.m. ET/8 p.m. CT.
“The truth of the matter is, [‘channel’] suggests a linear television destination, and increasingly that’s not the only place where people are consuming us,” Courteney said when asked a question about the dropping of the word “channel.”
Additionally, National Geographic will have a distinct new on-air look; brand IDs; brand animations; and talent IDs, which will feature Jason Silva (“Brain Games,” “Origins”), Neil deGrasse Tyson (“StarTalk”) and Richard Bacon (“Explorer”), as well as other talent, explorers and photographers. The network will also have a new brand anthem and slate spot.
New look for the magazine, digital and social – and the headquarters
The magazine will get a redesigned cover starting with its November issue on Mars, which focuses on the iconic imagery that has won National Geographic so many passionate readers and fans.
National Geographic will also relaunch its website, along with its digital and social channels, with the new design.
The company’s Washington, D.C., headquarters will also be outfitted with imagery from the new campaign outside the museum and inside its offices.
The rebrand will also be evident in the kids business, travel business, live events, consumer products and other National Geographic business units.