Meet Morph

Part of Discovery Communications’ menagerie of TV properties, launched in 1999 as Discovery Science, renamed Science Channel in 2003, this little corner of cable universe, featuring, as you might have guessed, science-y programming is reinventing itself a third time: simply as SCIENCE. All uppercase, please. Facing stiff competition from the more popular Syfy, SCIENCE certainly needed some kind of boost to make it more relevant and while new programming like Ricky Gervais’ An Idiot Abroad or reruns of cult classics like Firefly are helping, this new identity certainly demands attention — specially its new logo, nicknamed Morph. The new identity will be implemented on air starting June 8.SCIENCE’s new on-air look is inspired by the constant transformation of energy a