Branding company: 'Don't credit us for SyFy'
I'm very ready to stop writing stories about Sci Fi Channel's rebranding, but the gifts just keep on coming, and they're tough not to unwrap.
Today's SyFy-gate item comes courtesy of Landor, the branding company credited with having invented the new network name. Landor executive director Ken Runkel wrote a blog post disavowing the company of responsibility for the moniker:
While we'd love to take credit for all the branding initiatives our
clients take on, sometimes we just can't. This is the case with the
recent launch of Syfy, the new name for our client, the Sci Fi Channel.
As reported in last week's New York Times, the Sci Fi Channel, a division of NBC Universal, introduced its new name and identity, Syfy, at upfront presentations in New York. The announcement got a lot of attention, and although the New York Times story seemingly gave Landor credit for the work—we can't take it—because we didn't do it.
Yes, we worked with the Sci Fi Channel, and it hired us to consult on the project. However, Syfy was a name generated internally and pre-tested at the channel before our involvement. Once Landor was involved, we explored new names as part of the process, but it was the Channel's call to go with Syfy.
Clearly Landor would "love to take credit" for SyFy. Which is why it's taking the rather unusual step of distancing itself from a client's announcement. Very modest of them.
Next look for a Sci Fi Channel marketing executive to publish a new article: "SyFy: If We Did It, Here's How It Happened."
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Bonus! More SyFy cartoons from around the Web:
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If you wish to only receive the morning ratings, get the Hollywood Reporter's 
