First I have to admit I am a fan of Scifi and this one I take a little to heart. Landor Associates recently helped the tv station change it’s name from Scifi to Syfy to help them own their name due to Scifi being a genre and not a name they can “own”. They also are looking to expand their stations to things outside of the Sci-fi genre, which hence is the reason for changing.
And that all makes sense but man am I sad, as a loyal audience member of Sci-fi I liked what they were good at. TV shows with space junk and paranormal TV shows that follow en suit with the direction that the Twilight Zone from the 1950s started. But not only that the new creative seems less cool then the work Dixon Baxi did for Scifi in the past 10 years. I’ve absolutely loved the mini weird films they’ve done and we’ve all seen them if you turned on the channel they’re filler in between shows and commercials. They got the doot toot too jingle that’s been catchy for the past few years and well I hate to say it it sounds like all of that is changing to a new friendlier direction. I wish the station all the luck with all of their changes but I just hope they keep their root fans happy rather than expand the station to something that becomes generic.
Update After all the chitter chatter about Syfy and its brand update this is what I have to conclude:
http://proudcreative.co.uk/ – the identity designers, did a fantastic job at executing the creative. The idents they did are pretty damn good. Overall the rebrand is a mixed success and failure. I ultimately dislike the Name SyFy but I understand for marketing reasons they needed to change it. But as far as a consumer who watched this station for years it is generic, and it looks any other tv station identity. I think it lacks personality, but the creative is ok. It’s simple its clean its strong typographically. And even conceptually it relates to the generation Y or the millenial generation. But to me it is a no brainer, Syfy is now trying to fight against its prior name for replacing the meaning just as Kleenex has successfully become known as tissue. The only way this rebranding will be scored is to see if Syfy comes back and earns more revenue.
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