Sci-Fi HiFi

This week SCI FI Channel announced it’s intention to rename the network Syfy.

Wuza Wuzzle?

From the press release,

By changing the name to Syfy, which remains phonetically identical, the new brand broadens perceptions and embraces a wider range of current and future imagination-based entertainment

I understand the thought process behind this move, SCI FI Channel is not a copyright-able name and that seems to be the driving force behind this rebranding; the ability to expand the brand (Syfy Games, Syfy Films are given as examples of future extenstions). In this regard, the new naming succeeds, it turns a seemingly public domain name into a copyright protectable entity. I even like the new wordmark and look forward to the on-air graphics.

But in a larger sense I believe this move is a blunder. How does Syfy “broaden perceptions” with it’s confusing spelling and phonetically identical pronunciation? When I say “I saw it on Syfy” it sounds the same as “I saw it on SCI FI”. If they want to get away from a geeky-nerdy association they need to change the name wholesale. This is just confusing.

I’m a firm believer that for companies to be successful, it is imperative that they find their niche and exploit the hell out of it. By broadening their offerings to a generic “imagination-based” collection, SCI FI (Syfy) gives up the one thing that made them unique.

New face of government?

Not only are these two newly instated government programs getting logos, the Obama administration has made the incredible decision to hire professionals.

Messrs. Draplin and Glass bring the bold, slightly retro aesthetic that I would expect from each of these fantastic designers (hat tip Coudal).

I’m thoroughly impressed by the American Recovery and Reinvestment Act (ARRA) logo. The seal and it’s iconography hit upon the major parts of the “stimulus”—investment in “green” technology and getting the gears of industry back in motion.

The USDOT TIGER logo is a little less inspiring. The type just sits on the page, even the tiger stripes can’t give life to the mark. It doesn’t feel like a unified logo, more like a headline. Naz Hamid had this comment via Twitter, “One thing bothers me about the Tiger logo: is the USDOT TIGER DOT.GOV a URL or what does it mean? Too many DOTS.” and I think that’s about right.

In the end, though, if this is indicative of the kind of change we can expect during the tenure of this administration, I’m all for it.

Arts & Entertainment

Logo critique site Brand New, today, has a review of the newly released logo for cable network A&E. I have not seen the logo in use on television, but taken on it’s own the new mark seems off. Certainly it’s bold and nicely designed but I can’t help but feel like this belongs less to a TV network and more to a fashion brand.

Travel2SC.com

August 1 was the introduction of the new vehicle license plate for South Carolina. (PDF link)

Chosen as part of some kind of design contest, the new plates will begin running sometime in 2008.

My initial reaction to the design is skepticism. I’ve been noticing a trend among states to treat the license plate as a fancy advertisement for state tourism, often to the detriment of the plates real purpose—identification. I can’t recount the number of license plates that I have seen where the alphanumerics are nearly impossible to read. Ultra-condensed typefaces with “D”s that look like “O”s and “1″s that could be mistaken for “I”s.

I’ll reserve judgment on South Carolina until I see it “in the wild.” But I am worried that the dark background coloring could affect contrast and readability at a distance.

In Bloom

A new grocery chain has begun to open throughout the Greater Greenville area; Charlotte, NC-based Bloom.

Before I ever set foot in one of their stores I became familiar with their logo. This is not a logo that impresses me. The name is set in trendy, web-inspired lowercase but the typeface betrays this casual approachability with it’s hard-edges. Why not use a face with a softer, more inviting appearance? The icon, too, irritates me. I see less plant bloom and more vortex or abstract geometric shape.

Another judgment I made before shopping this new store was the physical building itself. The exterior is dull and uninviting. As I watched them construct it, I kept waiting/expecting there to be a more dynamic addition—windows, arches, graphics. Something more than sandstone-colored blocks.

And I’d be happy to end my relationship there, on the surface with first impressions. If only the shopping experience weren’t so good. The store is well laid out, brightly-lit with wide, navigable aisles. The shopping carts have maps of the store on them, good for first time visitors and a friendly reminder for regulars.

One thing that sets Bloom apart is their membership system. Members receive a 1% rebate on the total purchase of each visit. This “cash back” comes in the form of a gift card good at the store. Also available to members are individual price scanners. I love being able to keep track of my items and total. It is great for those shopping on a budget. It works seamlessly with the self-checkout registers.

All-in-all, Bloom will get my business and I hope they succeed. It will give them a chance to refresh their still young brand.