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Blind: SyFy Idents Posted by Justin Cone Blind helps SyFy usher in its new brand with a campaign of IDs Posted on 23 June 2009 \| Tags: ambient occlusion, branding, broadcast design, IDs http://www.leahraeder.com/ leahzero As unfortunate as the name change is, these are nice. Love the rocket horse. Super smooth animation, but what’s with the resurgence of the untextured, ambient occlusion look? Seems dated. worldpattern While the animation itself is good, the concept behind both the name change and the content of these idents is questionable at best. Nothing came off as feeling like I’d be able to tune in and see a decent/silly/scary/interesting sci-fi movie or show…rather, it felt like a blanded up version of [insert any other generic low cost, reality-driven content rebranding of any channel on cable tv]. If I’m not getting some clearly uber-geek content, what’s the point of watching the channel instead of any other channel that provides basically the same level of crap? http://justincone.com Justin Cone Leaving the animation aside, I completely agree with you about the name change. By leaving behind their old name, they’re effectively abandoning their core viewers for a new, ambiguous viewership that exists mostly in the minds of their marketers. http://www.tedgore.com Tread Agreed. To bad they didn’t work with SOMEONE else. ;-) I really can’t comprehend what message they are trying to deliver. You’re right about the imaginary audience. I’m pretty confident this is all a result of their CD leaving. tiresomecritic Lets not leave the animation aside Justin. This is awful, truly dreadful. Is the animal motion just bad or meant to be ironic? And yes, it looks dated before they start. mattyburrs Ditto. I think Prologue’s (www.prologue.com) branding hit the nail on the head, querky and mystifying with superb animation… Lame cuz Blind is such a talented studio… makes me wonder if the look and everything about the tags were pushed by execs and consultants instead of artists. Looks clean for what it is though. tinapinxit Wow this is sad.. If the intention was to improve on SciFi and make it better with this SyFy nonsense, then wouldn’t it be better if the old logo somehow transformed into SyFy? What they’re doing here is packing away SciFi for good, basically completely killing the idea of it. Where’s the magic? Don’t like it.