It has now been three years since the Sci Fi channel changed its name to Syfy and started altering its direction slightly. Most of its international spin-offs were also renamed Syfy the following year, but in Australia the Sci Fi brand has remained in use, partly because the Australian Sci Fi channel was owned by a separate company that licensed the name from NBCUniversal. That is until yesterday, July 23, when the Australian Sci Fi channel changed its name to SF.
The new name doesn't mean the channel is distancing itself from from the science fiction genre, as the rebrand carries the tagline "We are sci fi". The new and identity was developed with the Australian broadcast design agency Ink Project, and it is also inspired by the sci fi genre. On screen, the logo starts out as a blob that appears to be a fusion between technology and organism.
From a press release:
The SF brand makes a bold statement that the channel is proudly committed to its Science Fiction content. SF captures the breadth of the genre, the depth and accessibility of our programming line-up and upcoming premium content, which encompasses fantasy, supernatural, drama, comedy, and the paranormal.
“The SF rebrand brings a cracking new energy to our line up of great shows. Ink Project and our in- house team have excelled in delivering the new look.”, said Peter Hudson, CEO, SF.
The SF rebrand will be supported with a new tagline “we are sci fi” and a revolving set of “we are…“descriptors that have been developed to showcase the rich choice of content on the channel. e.g for Lost Girl “we are insatiable”. As an inclusive term, “we are…“ reinforces the channel’s strong connection with our loyal fan base, whilst appealing strongly to new viewers.
An inspiring suite of SF idents have been designed by Ink Project to entice and energise the viewer with cinematic imagery and a broad spectrum of interesting characters. Each character holds a distinctive point of difference, reflecting the depth of genres available on SF.
Sci Fi blog (archive)
Update July 28: Ink Project recently published a case study that includes six of the character idents mentioned above and plenty of HD animation eye candy.
The six character idents: