SyFy: Awful Name, Awesome Ad Campaign


As we here at Catchword have pointed out numerous times (here, here, here, and here) we can’t stand the new SyFy brand name. However, we are willing to give credit where credit is due.

The SyFy name officially belly-flopped onto the scene yesterday. While I was watching Highlander: The Source, I was surprised by the quality of the network promos advertising the new brand (see the first video below). The visual design and the promo commercials are quite well done. Maybe not superb enough for me to overlook Siphy (aka SyFy), but nicely done nonetheless.

Then, as I turned on my DVR and started to watch the premiere of the new show Warehouse 13 in hi-def, I witnessed the three minute SyFy commercial called House of Imagination (see the second video below). WOW. Now, that’s the way to roll out a brand. Too bad that brand name sucks. But, as branding roll outs go, this is phenomenal. I love love love this new visual design and the accompanying ad campaign. Bravo! (oh wait, that’s a different network completely…)


How to develop a perfect name for your company, product, or service
December is always a blast here at Catchword as we get to look back at the words, names, and taglines that rocked the branding world, and the world at large. As the year—and decade—come to a close, we can’t help but round up some of the greatest hits and also some of the hardest learned lessons from 2019. 
An assortment of the vulgar, offensive, oversexed, profane, scatological, and just plain tasteless