Yesterday, April 5, Discovery Communications unveiled a new look for the Science Channel, a United States television network with mostly science-themed programs. It gets a new logo, and also shortens its name to just Science. The new look will launch on-air on June 8 for the season premiere of Through the Wormhole With Morgan Freeman.
The rationale behind the namechange is that Science is not only a TV channel, it is a multiplatform brand. This is a common reasoning in media branding today. The programming has also changed lately to include scripted series like Firefly.
The new logo is a grey-black blob with "SCI" written on it. It is called "Morph" and can take on different shapes and textures. Science Channel have posted a montage of the new ID spots on their Youtube channel, showing different form-ups. The six ID's posted are titled "Unknown", "Unconventional", "Unreal", "Unexpected", "Unseen" and "Unexplained".
|One of the new IDs.|
|Current Science Channel logo.|
Since at least 2010, Discovery have often
presented the logo with this 3D effect.
The following press release provides more information:
SILVER SPRING, Md., April 5, 2011 /PRNewswire/ -- Discovery Communications today revealed the next generation of its Science Channel brand. The network, which is carried in more than 68 million homes, will now be known as SCIENCE, and will feature a futuristic on-air look and television’s most-dynamic and interactive logo, “Morph.” The new on-air elements officially debut on SCIENCE beginning June 8 at 10:00 PM (ET), in conjunction with the world premiere second season of THROUGH THE WORMHOLE WITH MORGAN FREEMAN.Press release (archive)
SCIENCE’s new on-air look is inspired by the constant transformation of energy and passion for exploring the unknown. Morph celebrates the potential of the future while displaying a willingness to reshape current reality. Interstitials will feature Morph continually changing its shape, texture and sound in a manner that will consistently surprise and challenge even the most audacious of imaginations.
“SCIENCE is more than a channel – it’s a multifaceted, multiplatform community that captures a distinct zeitgeist within our culture. To reflect this, we’re officially dropping the 'Channel' from our network name,” said Debbie Adler Myers, Executive Vice President and General Manager of SCIENCE. “I’m also thrilled to unveil our new logo, Morph. It’s futuristic, it’s novel – and there’s nothing else like it on television. Morph is constantly in motion and always will be changing, on-air and online.”
While today’s announcement represents the most noteworthy milestone yet in the development of the network, SCIENCE truly began its evolution at the outset of 2011. Beginning in January, SCIENCE started adding to its core science programming; such as the Peabody Award-winning WONDERS OF THE SOLAR SYSTEM, HOW IT’S MADE and MUTANT PLANET. New additions to the network feature one foot in the scientific world and the other in pop culture; including Ricky Gervais’ AN IDIOT ABROAD, and the Joss Whedon sci-fi cult classic, FIREFLY. The result of the strategy has been the network’s highest-rated quarter ever in Primetime across all key demographics.
The change in SCIENCE is not limited to the network’s name and packaging. The ideals of the new network identity are ingrained into all aspects of the brand. SCIENCE is now the official home of the Thought Provocateur – the individual who is constantly asking the not afraid to ask “what if?” and “why not?”
“I always say that SCIENCE is far more provocative than men in white lab coats. It’s for people who look at the world differently,” said Myers. “SCIENCE is full of questions, curiosity, mystery, and wonder. It rides the edge of what’s possible. We’re not changing the direction of the network; we’re just recruiting a bigger audience to sample the joys of SCIENCE.”
The Hollywood Reporter
Broadcasting & Cable
Discovery Channel founder John S. Hendricks saw the potential of digital television in the early 1990s and started the process which would lead to the 1996 and 1998 roll-out of six digital-only TV networks. Back then, the networks had little original content, and would mostly rebroadcast old Discovery and TLC programs. The intent was obviously to secure space and distribution contracts for the future. To capitalize on this distribution, Discovery have rebranded and invested in their assets, which means names like Discovery Wings, Discovery Home & Leisure, Discovery Civilization and Discovery Kids have been replaced by Military Channel, Planet Green, Investigation Discovery and The Hub.
The only two channels who to some extent have held on to their original names and themes are Discovery Health, which was replaced by the Oprah Winfrey Network this January, and Science Channel. Launched in 1996, it was known as Discovery Science until 2002, when it was the first the company's digital off-shoots to remove the 'Discovery' tag and became The Science Channel.
|Science Channel logo from 2007|
|Science Channel logo from 2002.|
|The last U.S. Discovery Science logo, used between 1998 and 2002.|