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".
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| One of the new IDs. |
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| Current Science Channel logo. Since at least 2010, Discovery have often presented the logo with this 3D effect. |
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