Syfy Channel Design & Branding SYFY PACKAGING AND IDS

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Released July 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: SYFY
Product/Service: SCI-FI TV CHANNEL
Agency: SYFY
Date of First Appearance: Jul 7 2009 12:00AM
Entrant Company: SYFY, New York, USA
Executive Creative Director: Michael Engleman (Syfy)
Executive Creative Director: Dan Witchell (Proud Creative)
Creative Director: Joe Loskywitz (Syfy)
Art Director: Amie Nguyen (Syfy)
Agency Producer: Roger Whittlesea (Proud Creative)
Media placement: TV Commercial - Syfy - 14 October 2009 - 14 Oct. 2009
Media placement: TV Campaign - 3 Spots - Syfy - 7 July 2009 - Present

Describe the challenges and key objectives
The on-air challenge was to create brand elements that both captured the fun personality of this imagination-centric brand, while also delivering navigational information and network identification in a simple, straightforward way.

Describe the brief from the client
When Sci Fi Channel changed its name to Syfy, the whole look and feel of the network changed too. Across all media, the Syfy logo was designed to look like something one could reach out and touch – a physical, hands-on representation of imagination itself.

Describe how you arrived at the final design
To emphasise this important aspect of the Syfy brand on-air, and to illustrate the network’s exceptional capacity for creative storytelling, a series of idents were developed to reinforce the new name. The tactile nature of Syfy was also reflected in on-air packaging elements. A brand environment was created that defined imagination as something real – not something abstract and heady, but rather something solid, tangible and accessible. In doing so, navigational elements became an integral part of the Syfy imagination and not just a decorative aside.

Give some indication of how successful the outcome was in the market
Brought to life by simple but premium visuals, the resulting campaign has been instrumental in conveying Syfy’s identity, and continues to enjoy popularity almost a year later.