March 20th, 2009 Rebranding just for the sake of rebranding.
Anybody out there watch Battlestar Galactica? If the answer is no, then Dwight Schrute might want to point out that you’re an idiot. I wouldn’t go so far, but I do think you have missed out on some pretty great television the past few years. No point in bothering to watch it now, though…the series finale is on tonight.
If the answer is yes, then you know that Battlestar Galactica has been a huge hit for the Sci Fi Channel. I don’t have the numbers in front of me, but I think it’s probably the highest rated show Sci Fi has ever had. BG isn’t the only big series they’ve ever had, but it has garnered the most critical acclaim as well as created a loyal fanbase as rabid as any in television (with the possible exception of Monty Python stuff).
So what does any network do when they’re riding the crest of an all-time high wave?
They decide to rebrand. From now on, the Sci Fi Channel will be called…
That’s right…it’s Syfy. How very uninspired. Why the big change? According to Syfy president Dave Howe suggested that “Sci Fi” was too generic a term to trademark, so they came up with something which ”seeks to distinguish the channel and its programming from cable competitors.”
Personally, I always liked Sci Fi’s little logo. Everybody knew what the name meant and what the logo was. Creating a new brand at this time seems to be a really goofy decision. Sounds to me like somebody somewhere in the chain felt like they needed to put their stamp on the product. Why does management feel like the product isn’t really theirs until they get their fingerprints all over it?
On top of the timing, the logo itself is really pretty sad. Ooohhh…a font. With a 3D look. And a tagline. I mean no disrespect to the people who designed the logo (I don’t know who it was just yet) because I am reasonably sure that the execs who made the decision wouldn’t know a good logo if it bit them in the ass.
Goodbye, little Saturn and Sci Fi logo, I will miss you.
Design Diva March 20th, 2009 at 12:54 pm
The rebranding would work for a bio-tech company but for TV media …. ?
Sarah March 20th, 2009 at 12:55 pm
What I think is funny is that they want to get away from the science fiction that built the network. For fans of the channel, I don’t think anyone cares about the rebranding – it just seems like a lame way to do it. We’re going to SOUND the same, but not LOOK the same. WTF.
What they REALLY need, rather than a new ‘branding scheme’ is to put on more programming like BSG which shows that sci-fi can transcend robots and spaceships.
Shawn March 20th, 2009 at 1:02 pm
@Design Diva. Interestingly enough, there is already a company called SyFi…they’re not bio-tech, but close enough…information systems or some such.
@Sarah. But I want all programming on all channels to be about robots and spaceships, Sarah!!! In fact, now that you mention it, I want the name to stay the same and to add a robot and spaceship to the Saturn logo.
989 Design - Bay City Midland Saginaw Michigan Graphic Design » Remember, You Read it Here First July 7th, 2009 at 12:35 pm
[...] as I did when I wrote about it in March, I still think it’s just rebranding for rebranding’s [...]