Sci Fi to Syfy: Worst Rebranding Ever?

Channel's 'cutting-edge' new name ripped to shreds
By Rob Quinn,  Newser Staff
Posted Mar 17, 2009 7:28 AM CDT
The Sci-Fi channel is renaming itself Syfy in an effort to show that it's about more than "just space and aliens and the future," an exec said.   (Sci-Fi channel)
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(Newser) – The Sci Fi channel's decision to change its name to "Syfy" is a blunder of galactic proportions, Linda Holmes reports for NPR. The channel says it wants to show that it's about more than just traditional science fiction, notes Holmes, and has evidently chosen to do so by picking a name that sounds just like the old one but "makes absolutely no sense whatsoever and has nothing to do with anything."

To add insult to injury, it changed its logo to "look like it's the network that makes stain-resistant carpeting" and added the inane tagline "Imagine Greater," which sounds "like the result of noodling with a management consultant's magnetic-poetry kit."