Wednesday, April 6, 2011

New logo: Science Channel


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.

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.”
Press release (archive)
The Hollywood Reporter
The Wrap
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
The current logo was introduced on December 25, 2007, and was created by Thornberg & Forrester who also created the Planet Green rebrand.

Image and video hosting by TinyPic
Science Channel logo from 2002.

Image and video hosting by TinyPic
The last U.S. Discovery Science logo, used between 1998 and 2002.

7 comments:

  1. I've been watching the Science Channel for a while and could never figure out what Morph was. Why not have Morph introduce itself and what it is.

    I really enjoy your programming!

    ReplyDelete
  2. I love the new Discovery channel white 3d logo. So cool.

    ReplyDelete
  3. I don't like it. Nowadays when all design is converging on "flat", Scince changed from a very cool minimalistic logo to this 3D cartoon crap.

    ReplyDelete
  4. i think it's an alien eye

    ReplyDelete
  5. morph looks like a meteorite from space creating the science of earth

    ReplyDelete
  6. VIRUS REMOVAL
    Is Your Computer Sluggish or Plagued With a Virus? – If So you Need Online Tech Repairs
    As a leader in online computer repair, Online Tech Repairs Inc has the experience to deliver professional system optimization and virus removal.Headquartered in Great Neck, New York our certified technicians have been providing online computer repair and virus removal for customers around the world since 2004.
    Our three step system is easy to use; and provides you a safe, unobtrusive, and cost effective alternative to your computer service needs. By using state-of-the-art technology our computer experts can diagnose, and repair your computer system through the internet, no matter where you are.
    Our technician will guide you through the installation of Online Tech Repair Inc secure software. This software allows your dedicated computer expert to see and operate your computer just as if he was in the room with you. That means you don't have to unplug everything and bring it to our shop, or have a stranger tramping through your home.
    From our remote location the Online Tech Repairs.com expert can handle any computer issue you want addressed, like:
    • - System Optimization
    • - How it works Software Installations or Upgrades
    • - How it works Virus Removal
    • - How it works Home Network Set-ups
    Just to name a few.
    If you are unsure of what the problem may be, that is okay. We can run a complete diagnostic on your system and fix the problems we encounter. When we are done our software is removed; leaving you with a safe, secure and properly functioning system. The whole process usually takes less than an hour. You probably couldn't even get your computer to your local repair shop that fast!
    Call us now for a FREE COMPUTER DIAGONISTIC using DISCOUNT CODE (otr214427@gmail.com) on +1-914-613-3786 or chat with us on www.onlinetechrepairs.com.

    ReplyDelete
  7. 1 Problem: HP Printer not connecting to my laptop.
    I had an issue while connecting my 2 year old HP printer to my brother's laptop that I had borrowed for starting my own business. I used a quick google search to fix the problem but that did not help me.
    I then decided to get professional help to solve my problem. After having received many quotations from various companies, i decided to go ahead with Online Tech Repair (www.onlinetechrepairs.com).
    Reasons I chose them over the others:
    1) They were extremely friendly and patient with me during my initial discussions and responded promptly to my request.
    2) Their prices were extremely reasonable.
    3) They were ready and willing to walk me through the entire process step by step and were on call with me till i got it fixed.
    How did they do it
    1) They first asked me to state my problem clearly and asked me a few questions. This was done to detect any physical connectivity issues with the printer.
    2) After having answered this, they confirmed that the printer and the laptop were functioning correctly.
    3) They then, asked me if they could access my laptop remotely to troubleshoot the problem and fix it. I agreed.
    4) One of the tech support executives accessed my laptop and started troubleshooting.
    5) I sat back and watched as the tech support executive was navigating my laptop to spot the issue. The issue was fixed.
    6) I was told that it was due to an older version of the driver that had been installed.

    My Experience
    I loved the entire friendly conversation that took place with them. They understood my needs clearly and acted upon the solution immediately. Being a technical noob, i sometimes find it difficult to communicate with tech support teams. It was a very different experience with the guys at Online Tech Repairs. You can check out their website www.onlinetechrepairs.com or call them on 1-914-613-3786.
    Would definitely recommend this service to anyone who needs help fixing their computers.
    Thanks a ton guys. Great Job....!!

    ReplyDelete