When Sci Fi Channel changed its name to Syfy in July of 2009, the entire identity of the network changed with it. Bigger, broader and more inclusive than ever before, Syfy faced the challenge of inviting previously hard-to-reach viewers to join in the brand’s exciting new journey.

The solution was a revolutionary brand film called “House of Imagination,” in which incredible yet relatable feats of imagination were used to showcase the broad range of talent from all of Syfy’s acclaimed original shows.

The resulting Syfy logo answered that challenge in several ways. First, the original font used, Syfy Sans, conveys the playful nature of Syfy by using uplifting bends and curves, particularly in the y’s. Then, by representing the name of the channel as a 3D object, Syfy defines imagination as something tactile and real; not something abstract and heady, but rather something solid and physically accessible. Lastly, the accompanying tagline, 'Imagine Greater,' gives the logo a clear context, and delivered a powerful call to action to potential viewers.

In the months following their brand evolution, Syfy saw a dramatic jump in the quantity and quality of their audience, rapidly leaping ahead of the competition to become the #4 entertainment channel on cable.