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Posted by Allan Chochinov | 16 Mar 2009
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Comments (19)
Admittedly, that first SciFi Channel identity wasn't so great. But honestly.
And indeed the OJ debacle shows up WAY down the piece in the Times:
No discussion of change affecting consumers could ignore what Mr. Howe called the "Tropicana debacle"--the recent decision by a unit of PepsiCo to abandon a major package redesign for Tropicana orange juice after shoppers vociferously complained."The testing we've done has been incredibly positive," Mr. Howe said of the Syfy name, reading what he described as a comment from one participant: "If I were texting, this is how I would spell it."
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Comments
Everyone thinks texting is the coolest thing since taping the radio, and it looks like the SciFi is jumping on the bandwagon.
at least they don't have a different logo for diet SCiFi
Wow... That's every bit as bad as Washington Mutual's attempt at becoming WaMu.
Basically, I feel that it's a feeble attempt to make it seem more 'hip' or 'up-to-date'.
What a great idea for a company to completely abandon all aspects of their established "identity" and become completely unrecognizable just to make their company name "ownable".
Even the presentation captures the essence of science fiction. Nothing says science fiction like shadow casting type on a wall. The san-serif font and the directional outer glow is just a distraction.
Why not Sigh Phi
Thanks, very amused.
Slightly dyslexic; thought that was Sly (Sylvester Stallone) Fi.
"Sy" is the new abbreviation for Science? That's right along the lines of "omg, gtfo, kthxbi"
I read it as "Siff-ee" on first glance...
I never was really the fond of photographed pieces being logos...lose qualities when they're small and can't really get that large...
Plus, how are you going to get that beast on stationery?
And even though I read it as "SciFi," that's taking all of the geekery away from the name.
I'm awaiting the shrieking message from my SciFi obsessed friend. It won't be good.
I never was really the fond of photographed pieces being logos...lose qualities when they're small and can't really get that large...
Plus, how are you going to get that beast on stationery?
And even though I read it as "SciFi," that's taking all of the geekery away from the name.
I'm awaiting the shrieking message from my SciFi obsessed friend. It won't be good.
When you cater to the lowest denominator expect to achieve poor results.
"We couldn't own Sci Fi; it's a genre... but we can own Syfy.�
why would you want to own that name?
i would rather not own anything and have a decent name than compromise on the name just to own it.
fuckin idiots.
Sci Fi is so, so, so much bigger than the Sci Fi channel. Are they trying to rebrand an entire culture?
Sci Fi has meaning. It's short for something, remember? Science? and Fiction? SyFy is meaningless and silly. And it looks really crappy when typed.
Boo.
This is going to be a Tropicana-scale disaster.
Putting aside how bad the new brand looks, they made one complete logical error. Essentially they are changing the spelling of the name - viewers will still hear the words "Sci-Fi"... thus undermining the very concept of the rebrand.
Furthermore this is going to create immense brand confusion. People are not going to know where to find their shows. They'll hear the name "Sci-Fi", but they'll be confused when they see a name that, to me, reads more like "Syphie" or "Siffy".
I would not be surprised if this gets axed due to negative reaction before it launches - or if there's some kind of reversion a few months after the change if the ratings go down significantly.
The reactions to the change are far more interesting than the change itself.
SyFy? It looks like the name of a purebred poodle. "Sit, Siffy. Sit. Good dog."
I know Mr. Howe says "If I were texting, this is how I would spell it."
Really? That's odd, because when my geek friends and I text about SciFi, we spell it SciFi.
"If I were texting, this is how I would spell it." a.k.a "If I were writing it down quickly and carelessly", which is obviously what they think us designers should do when creating a logo... WTF are they thinking?
I read it as "Siffy"... which made me think of Syphilis...which would make me change the channel.
Don't do it, SciFi Network... Don't cave in to the urge to seem cool... As others have already pointed out, this change makes no sense at all...
where can i give them incredibly negative feedback?
Dumbing down at it's finest. Sci Fi works; SyFy reads "Sieffy".
It's completely unique and will quickly become an unmistakable identity for the network, something they currently lack - How could it be a bad idea?