Opinions on corporate and brand identity work.

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New Logo for Syfy by Loyalkaspar



Noted Jun. 21, 2017 by Armin

Industry / Entertainment Tags /


(Est. 1992) “SYFY is a global, multiplatform media brand that gives science fiction fans of all kinds a universe to call home. Celebrating the genre in all its forms, SYFY super-serves passionate fans with original science fiction, fantasy, paranormal and superhero programming, live event coverage and imaginative digital and social content.”

Design by

Loyalkaspar (New York, NY, and Los Angeles, CA)

Related links

Loyalkaspar press release
2009 Brand New post

Relevant quote
“With SYFY shifting their focus to a round the clock spotlight on all things genre, the convergence of strategy and design became the center of the network’s POV,” Loyalkaspar Executive Creative Director Daniel Dörnemann explains. “It was a ‘personality-first’ approach, editorializing through voice and messaging and also giving the brand a clear visual voice. We created a simple, consistent system that incorporates extreme flexibility to let the message take center stage and drive decisions.”

“In designing the new logo, we were looking to embrace the various visual styles of science fiction,” Loyalkaspar Chief Creative Officer/Partner Beat Baudenbacher continues. “We wanted to approach it from a new angle and when we hit on the bold letterforms, it instinctively felt right.”

Loyalkaspar press release

Images (opinion after)
New Logo for Syfy by Loyalkaspar
New Logo for Syfy by Loyalkaspar
Stacked version.
New Logo for Syfy by Loyalkaspar
Very fast cuts of the logo doing stuff.
“It’s a fan thing” spot.
One of many idents. More here.

Images below added a couple of days after the post was originally published.

New Logo for Syfy by Loyalkaspar
New Logo for Syfy by Loyalkaspar
New Logo for Syfy by Loyalkaspar
Custom type family.
New Logo for Syfy by Loyalkaspar
New Logo for Syfy by Loyalkaspar
Type treatments.

I was having a hard time finding the post about the last redesign in our archives because I thought it was more recent but I was (pleasantly, I think) surprised that it was all the way back in 2009 when it was such a huge deal that they had changed from “SciFi” to “Syfy”. Eight years later and SciFi now seems like the wrong way to spell it. The old logo has aged well but mostly because there is not much for it to age as the geometric letterforms are fairly timeless and genre-free, which was always its biggest drawback… it could have spelled out Nickelode… sorry Nyckelodeon, and it wouldn’t have made a difference. The new logo screams science fiction. If not scream-scream, at least vociferously state it has to do with robots and shit. The letterforms feel genre-ish in a good way and although we’ve seen a bunch of these robot-like fonts, they managed to pull off something relatively unique and differentiating. The logo is stronger in its horizontal version than the stacked version, where the repeating “Y”s become almost distracting.

Not much in application — I had hoped to have something extra before posting* — but you can see the complementary font in the two videos above. A tall, condensed, industrial-looking font that works well in contrast with the squat structure of the logo. There seem to be a bunch of underlines and a cursor-writing effect, so we’ll see how that plays out in the larger scheme. Overall, a good change that gives the channel some extra dork-cred.

* I received a few more images after posting but it’s Friday and my vacation starts on Monday so no commentary added at this point, because Summer.

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