Few American cable channels have the widespread familiarity and welcoming appeal of Discovery. From its debut in the late 80s, it has established a unique presence in media as a safe space for educationally-inclined viewers of any age. For those of us who grew up with strict television rules, Discovery was likely your one allowance for weekday TV watching, and even if Shark Week's phenomenal cultural ubiquity has given way to a cherished collective memory, the memory remains. Like many established media institutions, Discovery has regularly rebranded itself over the past three decades, incrementally facelifting and sometimes drastically overhauling its branding system. Most recently, in 2019, Los Angeles-based studio Roger was hired to design Discovery's global rebrand.