Discovery has entrusted loyalkaspar with rebranding the latest addition to its network family, the Magnolia Network. Magnolia has a history as a magazine and lifestyle brand by Chip and Joanna Gaines, and the rebrand is meant to translate Magnolia into a media content provider on linear television, app, and streaming on Discovery+.
The design solution is rooted in the core branding of Magnolia master brand. The logo, known as the “Silocon,” was inspired by the form of Magnolia’s silos, a key symbol for the brand. The Magnolia Network logotype is a custom-designed wordmark that complements the Silocon through curves, angles and stroke weight. Two typefaces are featured: Recoletta, a classic yet quirky serif that ties the brand to its roots in publishing and Walsheim, a simple, geometric typeface that becomes the informational spine of Magnolia Network. loyalkaspar created an extensive social toolkit to ensure the identity is equally impactful at small scales.
In addition, the agency developed a strategy and architecture to help the new brand find its home within the existing universe that includes 30+ brands and a list of joint venture partnerships. The Silocon mark has been elevated from not just representing the network, but the entire Magnolia portfolio.
Finally, loyalkaspar also created a style guide for the Magnolia parent brand and provided creative consultation, design guidelines, and recommendations for development of the new Magnolia App and website, which are one of the first combined e-comm, streaming content, and educational direct-to-consumer and connected TV experiences.