Discovery Communications has revealed the latest incarnation of the Science Channel brand, with a new name, a futuristic on-air look and interactive logo “Morph.”
The new on-air elements will debut on Science on June 8 to coincide with the premiere of season two of Through the Wormhole with Morgan Freeman.
In a statement, the new on-air look’s inspiration is said to be “the constant transformation of energy and a passion for exploring the unknown.”
The logo Morph “celebrates the potential of the future while displaying a willingness to reshape current reality.” The network will feature interstitials where Morph will continually change its shape, texture and sound.
“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, EVP and GM of Science.
The rebrand is part of the networks strategy to broaden science programming, with Peabody Award-winning Wonders of the Solar System, How It’s Made and Mutant Planet airing alongside Ricky Gervais’ An Idiot Abroad and the Joss Whedon sci-fi cult classic, Firefly. The network has had the highest-rated quarter ever in primetime across all key demographics, since January 2011.
“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.”