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TABLE OF CONTENTS

INTRODUCTION

SECTION 1: WHO WE ARE

SECTION 2: WHOM WE CAN REACH

SECTION 3: HOW TO MAKE SYFY

SECTION 4: OUR LOOK AND FEEL

SECTION 5: USEFUL STUFF




INTRODUCTION

Welcome to the Syfy Brand Guide.

Inside we've pulled together some useful information about who we are, what makes us tick, and why we're such dyed-in-the-wool fans of imagination.  That last bit is the most exciting, but also maybe the trickiest.

You see imagination is a pretty huge idea.  It's full of wildly creative possibilities.  It's what we've built our brand and business around.  And, ready for the tricky part? It means something different to each of us.  That's why this site will be helpful.  It's tells you about what imagination means to us.

So use it as a guide to discover the Syfy style of imagination, but more importantly, use it as a tool to help us continue to grow into a more inspired, innovative, and imaginative brand.  We're on this trip together.




SECTION 1: WHO WE ARE

THE POWER OF IMAGINE GREATER

Our tagline tells you a lot about what imagination means to us.

Imagine Greater transports us beyond the limits of a single genre by connecting us to the great big idea of imagination.

Imagine Greater invites us to peak around the corner and discover something we've never seen or felt before, to take a new journey, or try a new idea on for size.  Regardless of where we are - our office cubicle, a mile long traffic jam, a remote castle in a far away land - we can experience the world from a whole new perspective.  From anywhere we are to anywhere we want be, with Syfy we can Imagine Greater.

Imagine Greater is a personalized call-to-action.  It recognizes that each of us experiences imagination in our own unique way and that the key to a greater imagination is to create experiences that are engaging and personalized.  Whether we're a fan, an advertiser, or an employee, Syfy is our idea incubator and our gateway to a greater imagination.

Side Note:
How has Facebook, Twitter and YouTube re-shaped humanity on a giant scale?  They have given each of us a chance to be storytellers.  Add it up.  That's 6,706,993,152 imaginations on the planet.

And, by the way, this last point shows off the real beauty of our tagline.  The values of Imagine Greater do not just inform WHAT kind of content we create.  They inform HOW we go about creating it.


The Syfy Story:  What we do.  How we do it.

The Premise
At Syfy, we tell stories that start with wide-eyed wonder.  We love innovative ideas and groundbreaking worlds.  We love a premise so thrilling we need to take a moment to catch our breath.

The People
We know from experience that for big ideas to resonate with our viewers they must be more than just unique.  They must be relatable.  That's why every story we tell is driven by a cast of realistic and empathetic characters.

You could say it this way.  A Syfy story takes you somewhere you've never been, but introduces you to people who make you feel like you've known them your entire life.

Side Note:
What makes a terrifying ghost hunt more meaningful than just another edge-of-your seat thrill ride?  Two easy-going, plain-talking plumbers from Rhode Island.

Why is a town full of tempestuous geniuses so entertaining?  The real good-guy, down-to-earth sheriff who's trying his hardest to keep order.

How does a brooding space opera based on a 70's TV classic become part of the cultural zeitgeist?  Incredible characters, incredible drama, and storylines that speak to big human themes.


The Vocabulary of Imagine Greater

Here are series of words and phrases that guide how we think, talk and make Syfy.

WE ARE WITHOUT BEING
Human Ordinary
Relatable Everything to everyone
Risk Taking Reckless
Unexpected Weird
Wondrous Pretentious
Inspiring Preachy
Provacative Insulting
Stylish Trendy
Youthful Childlike
Optimistic Saccharin
Clever Crass


POSITIONING STATEMENT

Our tagline and brand words tell you a lot about our take on imagination.  That's all good news.  Sometimes, however, it's helpful to wrap it all up.  Here are two positioning statements - a little one and a big one.  Each provides a bit more detail, not just about who we are, but also about how who we are informs what we do.

Short Version
At Syfy we provide your passport to unlimited imagination, exceptional experiences, and greater entertainment.

Long Version
Through original series, blockbuster events, dynamic web content, and a portfolio of adjacent businesses, at Syfy we provide your passport to unlimited imagination.  So peek around the corner.  Discover something you've never seen or felt before.  Take a new journey, or try a new idea on for size.  At Syfy we create entertainment that is as wondrous and thrilling as it is relatable and human.  Whether you're a fan, a partner, an advertiser, or even an employee, Syfy allows you to experience imagination in your own unique way.

But remember the one golden rule.  Imagine Greater.  Greater action, greater adventure, greater paranormal, greater reality, greater fantasy, and of course what began it all, greater science fiction.


OUR BUSINESS

It takes a village to make Syfy.  Here's a quick chart of all the various divisions that work together to make Syfy a true affinity brand - one that reaches beyond linear television and delivers content and experiences everywhere our consumers are.

Digital
Consumer Marketing
NBC Universal International
Sales Marketing
Ad Sales
Finance
Program Scheduling
New Business Development
PR
Program Development
Business Affairs
Affiliate Marketing
Research


WHY WE CHANGED OUR NAME

Syfy is a new brand name that builds on our 17 years of equity and positions us for future growth and expansion.  The new Syfy also assists us in transcending the traditional conceits of a single genre by allowing us to put our own spin on imagination-based entertainment.  Here's some more detail.

Syfy is...

OWNABLE A brand that advances us beyond a genre or category and reflects our own unique point of view, with the values and perceptions we want it to have.  A brand tha can be trademark protected in every territory across the globe.

PORTABLE A brand that travels with consumers across media and non-linear platforms, enabling them to experience it whenever and wherever they choose: DVR, DVD, VoD, iTunes, Hulu or any platform yet to come.

EXTENDABLE An umbrella brand that can support new business extensions in the future such as Syfy Games, Syfy Films, and Syfy Kids.

iNCLUSIVE A brand that's more open and accessible to new consumers than ever.  A brand that's more fun, with a broad and diverse range of imagination-based entertainment, including fantasy, paranormal, reality, mystery, action and adventure, and of course sci-fi.




SECTION 2: WHO WE CAN REACH

Syfy viewers and potential viewers are far more likely to agree with the following statements than the general population:

Meet the Syfy viewers:




SECTION 3: HOW TO MAKE SYFY

BRAND FILTER

If you've read WHO WE ARE and WHO WE CAN REACH you already know a lot about us.  We also want you to have a method for talking about ideas.  We call our method the Syfy Brand Filter.

The Syfy Brand Filter gives us the words that should light up our conversations when we speak about our programs, promotion, events and our workplace.

Consider this both your Syfy brand map and your compass--do more areas light up than not?  Then you are living in Syfy.  Do less light up? Then let the map direct you to other areas that could be amplified.

GH
Human:  Jason and Grant are not just top-notch paranormal investigators, they're also a couple of down-to-earth, likable guys who happen to be former plumbers.

Wondrous:  Every new hunt opens up the possibility for new adventure and new paranormal experiences.

Invitation:  Jason, Grant and the TAPS team are always ready to offer advice to an aspiring investigator.  And live specials as well as online content, let fans experience the hunt for themselves.

Infectious:  Part of the pop cultural zeitgeist, ghosts and the paranormal capture the imaginations of millions.  And Jason and Grant's unique approach to the hunt has made Ghost Hunters an unqualified success.

BURTON
Human:  Famous for his extraordinary visual style and eccentric art direction, Burton's storytelling, is at it's heart, about the exploration of simple human emotions.

Wondrous:  Burton's body of work is the epitome of whimsical, wild-eyed creativty.  Each new creation and each new viewing, offers us a chance to experience something new.

Infectious:  From Batman to Coraline, Burton inspires a passionate and diverse fan base.

Invitation:  By sponsoring a Burton exhibit at Moma, Syfy broadens its own appeal, makes a connection with a new audiences, and creates an opportunity for each of us to see first hand the imagination of a top rated creative thinker.

Challenges:  A partnership between Tim Burton, Moma and Syfy boldly redraws the boundaries of our own brand to include popular art and culture in ways that give us credibitly in new circles.

WH13
Human:  They may bag, tag and snag supernatural souveniers, but it's their chemistry that make Pete, Myka and cast of Warehouse 13 so likable.

Wondrous:  With the pursuit of each mysterious relic comes an invitation to endless wonder.

Infectious:  Warehouse 13 takes us for a thrilling ride, tapping into a popular and long standing fascination with government secrets.

CHASE:
Infectious:  Tag on steroids, Chase puts an a real-life, action-packed twist on a game everyone has played as a kid.

Challenge:  As an experiment in competition reality, Chase turned real-life locations into larger than life game boards.


DO's and DON'Ts

Sure Imagination is open-ended and highly personal, but we're in the brand building business and that means we need to be consistent.  So here are a few DOs and DON'Ts.  Along with the Syfy Brand Filter, these should help you help us build a growing brand.

DO
DON'T


SECTION 4: OUR LOOK AND FEEL

LOGO GUIDELINES & STYLE GUIDE

Here you can find detailed guidelines on how best to use our logo as well as our on-air and off-air network elements.  If you're a pixel-loving designer with an appetite for a good schematic, you can find it here.  For everyone else, check out our cheat-sheet on how to use the logo.  And if you have a moment, our design philosophy is a pretty interesting read too.

DESIGN PHILOSOPHY



SECTION 6: WHAT WE'RE WORKING ON

Imagination never rests.  Inside you can read-up on ours latest goals, check out some of our latest projects, and see an aspiration or two with your very own eyes.  Check it out.