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Sci-Fi Channel Australia, established in 2006, has unveiled a beautiful new logo and on-air package. Sydney based design agency Ink Project is responsible for the strategy, design and postproduction of the project. Sheepish Lion Director Ken Lambert also collaborated on Production. The channel is owned by Australia’s Foxtel as opposed to NBC Universal in USA, hence the different segmented identities for the channel globally. The new SF rebrand was born from a partnership between the Sci-Fi channel team and award winning brand consultants Ink Project with a mission to maintain the loyalty of core viewers and excite and delight those new to the channel.


The SF brand makes a bold statement that the channel is proudly committed to its Science Fiction content. SF captures the breadth of the genre, the depth and accessibility of our programming line-up and upcoming premium content, which encompasses fantasy, supernatural, drama, comedy, and the paranormal.

“The SF rebrand brings a cracking new energy to our line up of great shows. Ink Project and our in-house team have excelled in delivering the new look.”, said Peter Hudson, CEO, SF.

Press Release


The new icon is a beautiful Sci-Fi appropriate pearl like sphere with a seemingly 3 dimensional pink break revealing the inside of it. Also, included in the update is the new abbreviation “SF” in which the company hopes that people will start recognizing the brand. Along with the icon is the new addition of the tagline “We Are Sci-Fi”




An inspiring suite of SF idents have been designed by Ink Project to entice and energize the viewer with cinematic imagery and a broad spectrum of interesting characters. Each character holds a distinctive point of difference, reflecting the depth of genres available on SF.

Absorbing, accessible and adventurous – SF has an inspiring line up of quality programs. Only on Foxtel will you find Lost Girl, Hollywood Treasure, Ghost Hunters International and Todd & the Book of Pure Evil. Add to that Warehouse 13, Sanctuary and ALPHAS – first on Foxtel and television favorites such as, Stargate SG-1, Buffy the Vampire Slayer, Charmed and the ever-popular world of Star Trek.

Press Release

Here is the Marketing Objective and Creative strategy that Ink approached the project with:

Marketing Objective

Since launch in 2006 the Sci-Fi channel’s content has changed, embracing a broader offering including the paranormal, supernatural and psychological. Series such as ‘Medium’ have found a home on the channel, and more new content will be acquired that extends the content far beyond spaceships and ray-guns. It is already well known that the genre is misunderstood and the term Sci-Fi is polarizing and constraining. The channel recognized they needed a name that would broaden market appeal without alienating (excuse the pun!) the current loyal audience.


Creative Strategy

Sci-Fi fans are highly familiar with SF as an accepted acronym for Science Fiction and they understand its broader meaning, whilst non-Sci-Fi fans will not find SF polarizing and will be open-minded about what this channel may provide.

The SF rebrand is supported with a revolving set of “we are…“descriptors that have been developed to showcase the rich choice of content on the channel. e.g for Lost Girl “we are insatiable”. As an inclusive term, “we are…“reinforces the channel’s strong connection with their loyal fan base, whilst appealing strongly to potential viewers”.

Case Study

Check out the breathtaking on-air designs:

Images Source: Ink Project