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Image courtesy of the SCI FI Channel

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.