This post brought to you by me being bored and poking around The Skinny.
So the Scifi channel has rebranded to “Syfy”. I would like to jump on the bandwagon and say that this was a poor move. It’s way too web 2.0/trendy of a name, especially when the old one wasn’t dated. Are they trying to appeal to the trendy pseudo-intellectuals, or have the station execs just gotten too lazy to stop using txt speak?
To be fair, the creative (by Motionographer) is gorgeous. The animation is flawless and interesting. The attention to detail is superb. However, I agree with the author over at The Skinny. If you didn’t know the history of Scifi, you have no idea what the channel is about from these. It’s so cerebral and far-removed from what the actual channel airs, it ceases to make sense.
Viewing the trailer on the Syfy website doesn’t help clarify. It’s just as generic and mismatched as the rest of the campaign to their existing identity and line-up of shows. What about scifi programming exactly warrants the gratuitous use of glitter and butterflies? Have the people doing the rebranding never met scifi fans? Here’s a hint: they’re not Mariah Carey.
It’s a shame that such gorgeous creative is essentially being wasted on an ill-concieved rebrand. I can only imagine how amazing the product would have been if the branding direction had any basis whatsoever in reality.crossposted from fuzzdecay.com.
We recently did a rebrand of a university and OMFG it was the worst job ever. Everything was "design by committee" and every time you tried to bill them, they'd cry no money. They ended up spending a bit under $200k, not including all the brochures we're still rebranding a year and a half later.
I can see that, but it's alienating their core market, which is never a good idea. i don't think they will pick up enough regular women viewers to justify alienating all the geeky boys.
I'm curious to see how well the rebrand sticks. They have high hopes for it, but I really don't. You know how entrenched in familiarity and routine geek boys get.
Edited at 2009-07-23 02:07 pm (UTC)
I just noticed this a day or two ago and wondered when the hell they decided SciFi was too hard to spell...
If they're trying to appeal to more females last I checked there are quite a few hotties floating around the network at their disposal. Hit 'em with the pretty and they'll stop to see that they're interested in the storylines.
Anyway, I think 'Mtn Dew' annoys me more.
Pepsi's rebrand was terrible all around. The creative was terrible, the name changes were terrible... it was just full of fail. what's tragic to me is that if this were better executed, this would be amazing. and it's not, it falls flat.
i do like the new pepsi logo, but that's the only thing out of that rebrand i actually like. i was going to amend my first comment, but then i realized that the rest of the reband was so bad, one decent logo doesn't make it better.