Set phasers to dumb, the Sci-Fi channel have officially announced their upcoming rebrand, they are changing the name of their network to SyFy. That’s right, in a move that can only be described as out of this world, they are changing the spelling but not the sound of their name. The original name obviously comes from the channels content, Science Fiction, or Sci-Fi for short. For anyone thinking this is an early April fool’s joke, I did, here is a pretty real looking press release.
Official and polite introductions out of the way, this is in my opinion is a terrible concept and just a really bad idea. I’m not ashamed to admit I enjoy some of the finest sci-fi programmes like Battlestar Galactica, which is screened on Sci Fi in the US. The UK Sci Fi channel isn’t quite as prime time as the one in the US but I have seen the brand around. So as a brand it’s off to a good start because even though I don’t watch the channel I know the brand and I have an opinion of it, so there is some awareness of a brand I am not directly using which from a brand design point of view is pretty good going.
Having the name Sci Fi (with the correct spelling) for a sci-fi channel is as good as it gets from a branding point of view, ‘does what it says on the screen’, you can’t really get more simple and straight forward than that. According to their press release part of their rebrand is to try and appeal to non sci-fi viewers as well as their existing viewers, they really think this will be achieved by changing their name to SyFy? Seriously? I appreciate they are trying to evolve their brand, but this is really not the right way to go about it, the more I write about it, the more ridiculous it sounds. How can a board of directors or panel of executives really believe that making this change is good for the channel? Not just any channel but a sci-fi channel, it makes no sense whatsoever. I generally don’t like criticising the hard work of designers and I suppose the new logo and identity is good if you get past the awful concept.
The official statement also states that the new name “remains phonetically identical”, this simply isn’t correct. Take some examples, symbol, symmetry, syphilis (nice), how are these words pronounced? It would of been a good idea to put some time and effort into researching correct spelling and pronunciation.
On a marketing level this is also a very bad idea. Sci-fi has a cult following, a community of followers that don’t like to be messed with and by trying to move away from their sci-fi roots, the channel are sending the wrong message out and effectively alienating existing viewers. This whole thing just seems wrong on so many levels and if I worked for Sci Fi I would urge them to reconsider the concept and go back to the drawing board before it is due to go live in July. Seriously? SyFy?
This is one of the most shocking rebrands I have ever seen. It is receiving a lot of criticism around the net too, its just stupid.
Agree with Jeff absolutely abysmal idea, how can people get paid for this sort of thing. My 3 year old could do better!
Landor, the Agency consulting on this rebrand, have just announced that they didn’t decide on the name and simply consulted on other aspects of the project. Looks like a bit of back pedaling if you ask me, although I know clients can be pushy.