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Discovery's turbo-charged idents

Graphic Design, Music Video / Film

Posted by Patrick Burgoyne, 13 January 2010, 14:37    Permalink    Comments (10)

For its planes, trains and automobiles channel, Turbo, Discovery has created a series of idents that will be music to petrolheads' ears

Turbo features programming based on cars, planes and everything to do with engines. An in-house team at Discovery Networks in London decided its viewers might prefer the sound of some of their beloved machines as the soundtrack to idents for the channel.

So they recorded engines for such favoured contraptions as a Ferrari, a Lambretta and a steam train. The soundtracks were then matched with graphics created in relevant colour schemes (red for Ferrari, natch) that were based on the channel's logo.

The logo itself uses, appropriately enough, Calvert and Kinneir's Transport typeface, created for British road signs. Two tyre-track-style lines break it up into sections which are then manipulated in the idents.

So here's the Ferrari one

 

A Bell Huey helicopter

 

A Spitfire

 

A steam train

 

And a Lambretta

Creative director: Federico Gaggio

10 Comments

I really like these!
Oolex
2010-01-13 15:40:14

Clever modern logos work both still and in motion.
frazer
2010-01-13 16:59:09

not convinced. The sound has been handled really well. The animation I think has been given the right art direction but the execution is way off
Anil Nataly
2010-01-13 17:04:28

Ayo, that shit is beast! Brrruppp!
Frank Fürter
2010-01-14 19:42:31

I like the concept behind the logo, and in theory the way it breaks down into animated sections. Idents two, three and four work well, but one appears disappointingly static and five just sounds like a chainsaw!
Neil Tinson
2010-01-15 15:13:46

nice stuff!
Rob
2010-01-15 16:36:07

I agree with Anil above. Seems one dimensional. Still lots of potential and am a big fan of the Discovery Turbo brand. A bit mechanical (obviously), whereas the complete opposite would be MTV's Organic Idents, which are an interesting opposite comparison as seen here: http://dennytu.wordpress.com/2009/03/28/mtv-idents-organic-lively/

Carl
Chicago
Carl
2010-01-18 12:40:15

Fantastic, shame about the Lambretta/chainsaw.
Graphic Design Manchester
2010-01-19 10:40:38

Loving these!
bibi
2010-01-19 11:17:04

All the videos are realy great. Bravo!
Florin N.
2010-10-17 14:44:47

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