Science Channel Rebrands As Science

MorganFreeman

Following in the footsteps of History is Science. After History Channel morphed into simply "History," Discovery Communications said Tuesday the Science Channel would also carry just its genre and be known as "Science." 

The network, in 68 million-plus homes, is the latest Discovery network to undergo a rebrand, although one far less dramatic than Discovery Home becoming Planet Green and Discovery Health morphing into the Oprah Winfrey Network.

The new Science will employ a new logo tabbed "Morph," which resembles the logo for Vicks cough-cold medicine rotated 90 degrees. But on-air, it won't be static, changing into various shapes and textures, while the sound attached to it will also be altered.

Science will have a refashioned on-air look debuting June 8 in conjunction with the second season of "Through the Wormhole with Morgan Freeman," which examines fundamental existential questions.

advertisement

advertisement

As with History (owned by A&E Networks), Science is signaling an intention to free itself by scrapping the word "channel." It's "a multifaceted, multiplatform community that captures a distinct zeitgeist within our culture," stated Debbie Adler Myers, who heads the network.

In 2007, Science Channel also altered its logo from one with the Earth in orbit to an orange box with the initials: "Sc."

Science is seeking to become a destination for a "thought provocateur," the type of individual constantly asking "why?" To encourage curiosity, there are shows such as "How It's Made," examining how everyday objects, from veggie burgers to custom steering wheels to tortillas are produced.

Science has also had success with "An Idiot Abroad," which has comic actor Ricky Gervais attached.

Next story loading loading..