Discovery Rebrands Science Channel

SILVER SPRING: Science Channel is set to relaunch as SCIENCE this summer with a new on-air look and logo.

Available in more than 68 million homes, the rebranded network and new logo, Morph, will go live June 8 at 10 p.m. in time for the second-season premiere of Through the Wormhole with Morgan Freeman.

“SCIENCE is more than a channel—it’s a multifaceted, multiplatform community that captures a distinct zeitgeist within our culture," said Debbie Adler Myers, executive VP and general manager. "To reflect this, we’re officially dropping the ‘Channel’ from our network name. I’m also thrilled to unveil our new logo, Morph.  It’s futuristic, it’s novel—and there’s nothing else like it on television.  Morph is constantly in motion and always will be changing, on-air and online.”

The rebrand continues an evolution of the channel that kicked of at the beginning of the year with new science program offerings such as Wonders of the Solar System, How It’s Made and Mutant Planet, as well as An Idiot Abroad and the sci-fi series Firefly. “I always say that SCIENCE is far more provocative than men in white lab coats," Myers said. "It’s for people who look at the world differently. SCIENCE is full of questions, curiosity, mystery, and wonder. It rides the edge of what’s possible.  We’re not changing the direction of the network; we’re just recruiting a bigger audience to sample the joys of SCIENCE.”