Opinion BY Armin

SF = Syfy = Sci Fi = Science Fiction

Launched in 2006, Sci Fi Channel is the Australian version of Syfy… although at the time, it was simply the Australian version of the channel by the same name. Now, however, three-plus years after the name (and logo) change — funny how the grammar police has moved on to other things needing their devoted attention and Syfy has grown into being most excellent these days — the Australian version, which is owned not by NBCUniversal but by Australian media conglomerate Foxtel is changing its name not to Syfy, because that would be way too many letters, but to SF. Try to pronounce it. Suuhhfffhhn. Rolls off deep of your sternum, no? Shut up, I know it’s pronounced S [breathe] F. Anyway. With the new name, SF has introduced a new logo and on-air package designed by Sydney-based Ink Project that will begin rollout at the end of August.

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Opinion BY Armin

Meet Morph

Part of Discovery Communications’ menagerie of TV properties, launched in 1999 as Discovery Science, renamed Science Channel in 2003, this little corner of cable universe, featuring, as you might have guessed, science-y programming is reinventing itself a third time: simply as SCIENCE. All uppercase, please. Facing stiff competition from the more popular Syfy, SCIENCE certainly needed some kind of boost to make it more relevant and while new programming like Ricky Gervais’ An Idiot Abroad or reruns of cult classics like Firefly are helping, this new identity certainly demands attention — specially its new logo, nicknamed Morph. The new identity will be implemented on air starting June 8.

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