National Geographic
Network Rebrand

Role: Designer
Studio: Gretel

National Geographic from its inception in 1888 has been about exploring unknown places, constantly pushing the boundaries of what is known. Their mission statement is to use the power of science, exploration and storytelling to change the world, with a purpose to inspire, illuminate and teach.


For the network rebrand we developed an identity that allows the photographic image to take it’s rightful place at the center of everything. We created a system built around the idea of always moving forward, striving for better, seeking the unknown.


Motion Language


We only move forward along the X axis, and we never stop, we only slow down. The Index is a continuum, it has no beginning and no end. Just like the network, we have our eye on the big picture and the gritty details. 


Units can be contextual to specific shots or shows (atmospheric denisty of Mars, Nautical miles between tuna boats, Arctic temperatures) or just deliver primary and secondary messaging.


On a grid system based on the National Geographic mark, Images can reveal and transition by "expanding" their bounds. In motion this can feel soft or hard- edged and it allows different content to blend together smoothly.


By continually moving our camera forward in Z-space, we're exploring, pressing ahead, going deeper. This transition can be subtle or abrupt. Our “Index” slides us along on the X axis, and this is geared to our Z move. The Index slides us forward in space while recording our travel along the X-axis.


Executive Creative Director: Greg Hahn
Creative Director: Ryan Moore
Head of Production: Dina Chang
Art Director: Caleb Halter
Designers: Caleb Halter, Andy Keating, Maggie Tsao
Animators: Amber Kusmenko, Daniel Clark, Lily Feng
Producers: Shane Dolly