Syfy Wire rebrand has that fan-made feeling

Global multiplatform science fiction media brand Syfy has unveiled its rebrand for Syfy Wire, the editorial brand for fans of sci-fi, fantasy and horror.

New York-based creative studio Block & Tackle was tasked with reinterpreting the Syfy master brand into a distinctive visual identity for Syfy Wire, using the line ‘We're obsessed too’ as a driving force.

The new identity has a fan-made feel, using classic comic aesthetics, highlighting the importance of genre fandom to the brand. Block & Tackle partner and creative director Adam Gault says, "It was important that the new identity capture the excitement and obsessiveness of geek culture. Working closely with the team at Syfy, we developed a system that reworked the fonts, graphic devices and colours from the Syfy master brand into a new, more expressive identity for Wire."

Co-partner and creative director Ted Kotsaftis adds, "While the new brand has a distinct visual voice, the identity is really an ethos; a way of thinking and expressing the passions of genre fandom. We provided tools for creating graphic content but only loose guidelines for how to use them. Designers approaching the brand have the freedom to express themselves in whatever way they want. It's been amazing to see how the team at SYFY has been implementing and evolving the designs already."

The rebrand has been rolled out across social media, franchise content, advertising, merchandising and experiential content, with its first unveiling at New York Comic Con in October. Block & Tackle’s deliverables also included six animated packages for Syfy Wire's franchise shows and a generic toolkit for future properties.