Much has been said about the new SyFy identity. Some bad, some worse. But regardless of all that, here’s a creative two-minute trailer for the channel that had me smiling (lookout for the Escher reference).

A few explanatory thoughts from Michael Engleman, VP / Creative, Syfy.

“When we set out to create “House of Imagination,” we wanted a piece that felt warm, wondrous, relatable and fun. And, by thinking beyond the obvious stereotypes of science fiction, we wanted to connect with, on one hand, an audience that has perhaps never considered us before, and, on the other, our hard-core genre fans who are always up for a little wild-eyed imagination. With help of Brett Foraker and his team at 4 Creative, the guys at MPC in London, and many others, I think we ended up with something that is worthy of Logo Design Love (which, by the way, is one of my favorite places to check out cool new work).”

The trailer is worth watching in full screen (also embedded below).



Elsewhere

• SyFy House of Imagination, on Motionographer

Before and after logo design




Image courtesy of UnderConsideration

The re-brand was always going to be a bold move, with the potential of alienating some fans, but as with all identities, how they work in context is crucial to the effectiveness. I’m liking what I see. These logo idents are tasty, showing the adaptability you can achieve with a simple logotype.

Sci Fi to SyFy. How do you think the move is going?