According to the Discovery channel, history is not a set of dates and events, but stories that can be told from different perspectives. What actually decides how a new identification looks is the casting of new light, along with various points of view and different perspectives. A TV channel’s graphic design involves many elements – end-boards, IPMs, ad-bumps, menus, single pointers etc., but the most important element of all is the channel bug – the logo. For Discovery’s History channel, that symbol is the letter H, in sharp perspective and in an unexpected light, seen in a so-called negative space. This is a very sharp and characteristic object, quickly and easily remembered by the viewer, an important feature in the channel’s rivalry with dozens of other logos belonging to competing channels.