[vimeo http://vimeo.com/5482661 w=573&h=322]
The much talked about Sci Fi channel channel rebrand to “Syfy” occurred on 7th July, and I caught up with Dan Witchell at Proud Creative from Shoreditch who was creative director for the project.
There were 6 idents delivered in all, and a brand film delivered by 4 Creative. The idents were made in collaboration with Man Vs Machine (Tim Swift & Mike Alderson) who handled the animation and were integral to the creative conception of this project. Here is some blurb from the press release:
Proud Creative won a four-way creative pitch in October last year; being appointed lead agency for a full rebrand. The brief asked for an ownable and distinguishable brand identity; retaining the positive associations from the genre of science fiction, whilst appealing to a broader audience and embracing the benefits of imagination.
The channel approached Proud with the name change already a large part of their strategic thinking. Syfy – unlike the generic entertainment category “sci-fi”- establishes a uniquely ownable trademark that is portable across all nonlinear digital platforms and beyond; from Hulu to iTunes. Syfy also creates an umbrella brand name that can extend into new adjacent businesses under the Syfy Ventures banner, including Syfy Games, Syfy Films and Syfy Kids.
[vimeo http://vimeo.com/5482715 w=573&h=322]
Personally I really like what they have done – the rebrand has a very clean futur-ey feel to it, but at the same time has a fun and organic feel to it – always a difficult balance to make when answering a brief! I love the lighting and the texture of the purple bubbles for example – the white background lets everything breathe. My only comment is that they are too bloody short! It’s always the way with idents – so much care goies into them and they seem to be over before they have begun – sigh.
[vimeo http://vimeo.com/5482769 w=573&h=322]
Anyway – I hope we hear more from Proud and Man Vs Machine soon…