Months after announcing plans to launch a new US kidnet, Discovery Communications-Hasbro JV president and CEO Margaret Loesch has announced its official brand and logo. The Hub will be launching on US airwaves this fall.

The newly branded channel will reach roughly 60 million homes on what’s currently Discovery Kid’s feed, featuring a range of programming from comedies, animation and live-action franchises to game shows that zero-in on fun and play.

The Hub will incorporate Hasbro IPs – Transformers, My Little Pony – as well as DK franchises like Adventure Camp and Flight 29 Down, along with original and acquired programming. Its online counterpart, hubworld.com, will offer kids access to video clips, interactive games and community features to extend the kidnet’s content experience.

KidScreen Daily will have more scoop tomorrow from Loesch.