Rebranding just for the sake of rebranding.

Anybody out there watch Battlestar Galactica? If the answer is no, then Dwight Schrute might want to point out that you're an idiot. I wouldn't go so far, but I do think you have missed out on some pretty great television the past few years. No point in bothering to watch it now, though...the series finale is on tonight.

If the answer is yes, then you know that Battlestar Galactica has been a huge hit for the Sci Fi Channel. I don't have the numbers in front of me, but I think it's probably the highest rated show Sci Fi has ever had. BG isn't the only big series they've ever had, but it has garnered the most critical acclaim as well as created a loyal fanbase as rabid as any in television (with the possible exception of Monty Python stuff).

So what does any network do when they're riding the crest of an all-time high wave?

They decide to rebrand. From now on, the Sci Fi Channel will be called...



That's right...it's Syfy. How very uninspired. Why the big change? According to Syfy president Dave Howe suggested that "Sci Fi" was too generic a term to trademark, so they came up with something which "seeks to distinguish the channel and its programming from cable competitors."

Personally, I always liked Sci Fi's little logo. Everybody knew what the name meant and what the logo was. Creating a new brand at this time seems to be a really goofy decision. Sounds to me like somebody somewhere in the chain felt like they needed to put their stamp on the product. Why does management feel like the product isn't really theirs until they get their fingerprints all over it?

On top of the timing, the logo itself is really pretty sad. Ooohhh...a font. With a 3D look. And a tagline. I mean no disrespect to the people who designed the logo (I don't know who it was just yet) because I am reasonably sure that the execs who made the decision wouldn't know a good logo if it bit them in the ass.

Goodbye, little Saturn and Sci Fi logo, I will miss you.