Focus on: SYFY
To celebrate SYFY’s 25th birthday, loyalkaspar gave the TV channel’s identity a total overhaul. We critique its new look...
DANIEL DöRNEMANN Executive creative director, loyalkaspar www.loyalkaspar.com
“We wanted the new SYFY brand to be an editorial brand. One that – with a simple set of tools – can be agile and adapt and comment quickly in today’s fast-paced media environment. We felt it was important to create a recognisable, simple and consistent typographic system that incorporates extreme flexibility, while letting the message take centre stage and drive decisions.
In addition to the new logo, we designed a pair of custom typefaces for the brand. We were joking that if the idea of an editorial is at the heart of the brand, typography is the blood that runs through it all, connecting all parts and every message back to SYFY.”
JOE SNODGRASS Visual designer, researcher and writer www.geodesicworks.com
“I was never a fan of the SYFY spelling change (from Sci Fi in 2009). It was trying too hard then, and it looks stupid and dated now. Getting used to seeing something, as we have with SYFY, doesn’t make it a smart decision that shouldn’t have been made in the first place, or later reversed.
The rebrand is about science fiction, and the new identity communicates that well. But SYFY’s content actually spreads across a number of genres, sci-fi being just one of them. Even in the new commercial promos, the rebrand is true to the content and the fans. It features multi-genred ‘nerds’, not just science fiction junkies. SYFY’s new identity should be speaking to the fans, who are diverse in their interests. The new identity should have mirrored the new programme lineup and been multi-dimensional and flexible.”
RAFAEL C ARMSTRONG Packaging designer www.rafaelarmstrong.com
“Refocusing on its identity and speaking to its core base is something that SYFY has needed to do for a while, and this visual pivot is definitely a step in the right direction. Although my knee-jerk reaction was: ‘Again with a logo redesign?!’ the design and accompanying updated visual language shows that it’s taking steps in the right direction.
Gone is the curvy, purple type, and in its place we get a blocky stencil-like logo that would be as comfortable on the side of a spaceship as it would be on some underground lab doors. It’s not a perfect solution or revision, but it is a step forward towards owning the sci-fi identity and wearing it with pride.”