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.
Identity
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Off-screen
One of the major design challenges with a cable channel like Syfy is understandingthe way the channel brand interacts with show brands. Finding the right balance for
this relationship was key for us - and led to a 'tab and slab' system for info-graphics.
This gives a clearly defined space for tune-in information and consistency on and
off-screen; whilst giving space for the show brand to breathe.
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Typeface
For the font we worked with Chester Jenkins of The Village Type Foundry in Brooklyn; reworking
Greg Lindy and Henk Elenga's Crank 8 into a unique and bespoke font. The resulting Syfy Sans
was delivered in four weights plus italics.
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Onscreen
On larger projects Proud have often looked to collaborate with specialists who bring
something extra to the creative process (see S4C). For the on-air elements we worked closely
with ManvsMachine; right from the early pitch stage. They brought brilliant, visually-led
concept development to this aspect of the project - combined with an ability to deliver
truly stunning 3D solutions.
ManvsMachine were really great to work with - fully embracing the collaborative approach to
projects that we so enjoy, and that can often result in the best work.
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Show Opener
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Next On
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Premium Promo
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Logo Idents
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Launch Film
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