So the Sci Fi channel is changing it's name to Syfy. And strategically, I think the concept of a written name change is a good idea, I think the creative execution could've been a bit more 'considered'. To say the least.
The spelling change could've been perfect. Landor Associates have nailed the part of the iceberg that you don't see, and can probably strategically justify this branding attempt until there is no ice left in the world. The name change not only allows them to retain the brand equity of the sound, along with the perceptions of the brand and the entire science-fiction genre. But also allows them ownership over the word – throwing up possibilities of branding (and diversification?) across games, movies, kids, clothes blah blah. The spelling Sci Fi is a descriptor, and thus not something they can copyright or own. Syfy on the other hand...
However the tip of the iceberg that you do see – the part that goes to market as the creative pinnacle of the brand, to connect with consumers, is massively flawed.
Firstly can I say, that I don't mind 'Imagine Greater' as a tagline. A nice simple take on facilitating greater Imagination. But why not highlight this in your identity. Why did a somewhat dated (17 years), but interesting and iconic design (that easily could've been evolved) be completely replaced by a font. A font that's no doubt has been tampered with, to be labelled 'hand crafted'. A logo that belongs beside Microsoft, Hewlett-Packard and Toshiba. And I bet they have a Brand Identity Guidelines manual to match. Did they forget they're competing with brands like MTV, SBS, CI, V and Discovery? Maybe there's some idea in the type being three-dimensional, if consistently appearing 3D is one of the visual 'rules'.
Me? I think it's boring. It reflects middle management and their entire approach. One of the things I would do in this entire process is not use the following words: logo, guidelines, corporate identity, legible, audience etc and see where it gets you. It should not be thought of as a logo at all – that word has too many perceptions of the end result – but an expression of the 'wonder' it stands for. Why not up the fantasy volume in the brief and creative approach. Use science fiction terminology, utilise the world of science fiction inspiration and reference. The launch pad for this stuff is miles ahead, how did they land in the past?
And the other important piece of information (especially when it comes to communication) that was overlooked was what the word Syfy actually means in the written form. The sound is perfect. But Syfy, unfortunately, is the plural of Syf, which in Polish means shit, crap, mess or trash. Pronounced differently, but when written they're identical. Not one of the key values or communication factors, I assume.
Maybe I'm being harsh because my knee cap is broken and I'm confined to a leg brace, crutches and painkillers, but frankly this is a classic example of a conformist approach. Here's our process, this is the time frame, and this is what you will get. I think the problem is that the process got so caught up in the strategy, they lost any thought of authentic creativity.
Oh and I bet there's a part of the presentation that says: 'Abbreviating and misspelling words to facilitate easy texting is a strong generational identifier of your audience, and by mimicking this we can connect with them on another level. In their own language."... Well probably not, I hope not, but it would be funny if they did.
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