It was a Sunday, BORING Sunday: 118 degrees outside and not really feeling like burning by the pool. I decided it was the perfect opportunity to catch up on my 8 page list of TV shows. Gone are the days of Cable TV for me, so I fired up the Hulu and headed to my favorite section, the “Sci Fi Channel.” I clicked on the link for their hit show “Eureka,” but wait! Something’s different. Something’s off. And then, I see it! New logo? A new slogan? A rebrand?
New Slogan & Logo
Being a part of the advertising community, I felt slightly guilty not investigating the rebrand further. According to the New York Times, the tweaking of the Sci Fi name (which was introduced in 1992) is part of an effort to distinguish the channel and its programming from other cable competitors. But Syfy executives saw other reasons for why launching a rebranding campaign would prove beneficial.
For one, Sci Fi is a vague name and genre that cannot be trademarked. They realized that their name wasn’t defining who they were. Potential viewers already had their own perception of the “Sci Fi genre” and they wanted to be different. It didn’t capture the full landscape of fantasy entertainment.
According to Mark Stern, executive VP of Syfy, the new name also hopes to explore the types of programming the network currently lacks, such as animation and single camera half hour shows. The new slogan, “Imagine Greater” allows creative forces limitless options towards future programming. They also saw that although the change was risky, the name is similar enough to the original brand to convey continuity to its older viewers, making confusion minimal.
But it’s not all about finding oneself in the world of advertising. The channel, which estimates their 2009 ad revenue at $408.3 million, hopes the change will offer more options to potential advertisers. A larger variety of programming targeting different demographics will help. So, is it time for a rebrand? As one participant in the branding campaign put it: “If I were texting, this is how I would spell it.” Something to think about if you’re considering a change. A true sign of the times!
