The Animal Planet channel recently revised its logo in order to match their new programs that now carry wild themes. The Discovery-owned channel decided to eliminate the globe and the elephant, replacing them with the "animalistic boldness" of a new identity. The new logo made its debut on February 3, 2008 during the channel's popular "Puppy Bowl". The new "jungle-like" design uses three shades of green to create the channelâs name in different size fonts. A new tagline - "Same planet, different world" was added to reflect the changes. The intention of the makeover was to attract more adult viewers with television shows that emphasize animals feral nature theme that blends in with the Channel's animal orientation. The network also talked about presenting animals peeking from the letters but this has not yet materialized. Many members of the logo design community were very disappointed and believed that the new design was a good intention gone wrong. The new identity was developed by London screen specialist Dunning Eley Jones with other UK-based companies - Lipsync, Duke and Milton Mordue. The consultancy's task was to create a look that expressed the network's values: playful, instinctive, emotional, immersive and entertaining. DEJ is also known for having created the identity of the new Military Channel.