The Science Channel Rebrands [Video]

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The Science Channel has been rebranded by creative studio and production company, Imaginary Forces.

The rebrand is centred around a fictional character, Morph – whom you will meet in the slick introductory video below.

In an interview with Fast Co. Design, Art Director Ronnie Koff boldly states:

Now that technology has reached the point where everything is some moving form of media, logos are going to be designed for that kind of media first. There’s no reason to make a logo static anymore.

So is this the future of logo design? Imaginary Forces (or should I say Morph), make somewhat of a compelling argument.

What do you think?

  • http://twitter.com/robctorres Roberto Torres

    One word: versatile

  • Bryan

    The future is amorphous icons? Maybe. Using a dynamic, ever-changing icon feels appropriate for a TV channel, particularly one showcasing a variety of subjects. TBS made this shift in its identity recently, leading me to wonder if a memo is going around. Regardless, it sets the stage, if planned and executed well, for smooth transitions between refreshes/evolutions/pivots.

    The future is fictional characters as brand hero? Eh. Sometimes they’re effective. Sometimes they come across as “we couldn’t come up with the right word, so we made one up.” The stakes are a little higher than the amorphous approach because the audience (positively or negatively) attaches and reacts to the personified hero. For example, in this case study, the character execution feels awkward because its many forms come across more science fiction than science science; remove the channel name and I would have assumed the promos were for SyFy.

  • http://twitter.com/daftks Scarlett Fu

    This logo takes on the characteristics of aol by Wolff Olins, but its reasons for its versatility is strongly supported in that video. It’s well planned out and well executed.

  • http://twitter.com/daftks Scarlett Fu

    This logo takes on the characteristics of aol by Wolff Olins, but its reasons for its versatility is strongly supported in that video. It’s well planned out and well executed.

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