New York-based brand design agency loyalkaspar has been tasked with designing the new identity for Magnolia Network, owned by U.S. media company Discovery Inc. Magnolia Network will debut on linear television on January 5, 2022, replacing the DIY Network. .

Magnolia, which has always been a magazine and lifestyle brand, has had to transform into a solid media content provider on linear television. To achieve this, loyalkaspar has focused on developing a brand that is anchored in the main Magnolia brand, but also strong enough to make its way.

“Translating a brand from one medium to another is always a challenge. In the case of the Magnolia network, we used the brand’s magazine, Magnolia Journal, as a starting point. We looked for ways to mimic the quality of the premium magazine print material and carry the very distinct, but not overly prescriptive, vernacular graphics of the brand, ”says Beat Baudenbacher, co-founder and creative director at loyalkaspar.

The logo, known as ‘Silocon’, was inspired by the form factor of the two large grain silos located at Magnolia Market, which have become a key symbol for the brand. The Silocon brand has resonated so much inside and outside the company that it has been bred to represent the entire Magnolia brand portfolio. For the network logotype, loyalkaspar designed a bespoke wordmark that complements the Silocon through curves, angles and line weight.

Chetan Kunwar, designer at loyalkaspar, says: “We knew right away that it was crucial to incorporate the essence of the main Magnolia brand into the new branding of the network. Magnolia has become synonymous with home, and we wanted to convey that same feeling in this new medium. Every detail, from the Silocon to the color palette is meaningful and carries a story. “

The brand features two distinct typefaces: Recoletta, a classic but original serif that aims to tie the brand to its roots in publishing; and Walsheim, a simple, geometric typeface that has become the “information backbone” of Magnolia Network.

Additionally, Loyalkasapr has created a set of design guidelines and a social toolkit to ensure that the core identity is just as impactful on a small scale, for example on social media apps. These are aimed at helping in the development of the new Magnolia app and website, which is one of the first combined experiences of electronic communication, streaming content and educational DTC and connected TV.

“We adopted ‘back to basics’ as our theme, where we borrowed some elements from the past while creating something modern for the digital world. house, ‘”says Kunwar.