- Mar 22, 2011
SCIENCE’s new on-air look is inspired by the constant transformation of energy and passion for exploring the unknown. Morph celebrates the potential of the future while displaying a willingness to reshape current reality. Interstitials will feature Morph continually changing its shape, texture and sound in a manner that will consistently surprise and challenge even the most audacious of imaginations.
“SCIENCE is more than a channel – it’s a multifaceted, multiplatform community that captures a distinct zeitgeist within our culture. To reflect this, we’re officially dropping the 'Channel' from our network name,” said Debbie Adler Myers, Executive Vice President and General Manager of SCIENCE. “I’m also thrilled to unveil our new logo, Morph. It’s futuristic, it’s novel – and there’s nothing else like it on television. Morph is constantly in motion and always will be changing, on-air and online.”
While today’s announcement represents the most noteworthy milestone yet in the development of the network, SCIENCE truly began its evolution at the outset of 2011. Beginning in January, SCIENCE started adding to its core science programming; such as the Peabody Award-winning WONDERS OF THE SOLAR SYSTEM, HOW IT’S MADE and MUTANT PLANET. New additions to the network feature one foot in the scientific world and the other in pop culture; including Ricky Gervais’ AN id*ot ABROAD, and the Joss Whedon sci-fi cult classic, FIREFLY. The result of the strategy has been the network’s highest-rated quarter ever in Primetime across all key demographics.
The change in SCIENCE is not limited to the network’s name and packaging. The ideals of the new network identity are ingrained into all aspects of the brand. SCIENCE is now the official home of the Thought Provocateur – the individual who is constantly asking the not afraid to ask “what if?” and “why not?”
“I always say that SCIENCE is far more provocative than men in white lab coats. It’s for people who look at the world differently,” said Myers. “SCIENCE is full of questions, curiosity, mystery, and wonder. It rides the edge of what’s possible. We’re not changing the direction of the network; we’re just recruiting a bigger audience to sample the joys of SCIENCE.”