Imaginary Forces Brings the Science Channel's "Morph" Logo to Life

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The Science Channel rebrand began with a fledgling logo designed by Discovery Communications that had a lot of potential. Fittingly, they called it "Morph." And, they wanted Imaginary Forces to orchestrate the metamorphosis of the little black oval-shaped logo into a character with a shape and personality that could literally morph in different ways to correspond with Science Channel's programming.The idea, says Ronnie Koff, creative director on the project and the designer responsible for a long list of titles and trailers, including "Transformers: Revenge of the Fallen", was to make Morph visually compelling, but also imperfect. "We wanted the science robot, for example, to have scratches, and look worn and dented," he explains. Confronted with the design challenges of the project, Imaginary Forces opted to use MAXON's CINEMA 4D, "because it's fast and allows artists to work in an intuitive way."

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Title: Science Rebrand 2011
Length: Varies; On-Air Toolkit, 6x: 10 IDs
Description: Graphics, Style Guide and IDs for the new look of the Science network

Designed&Produced by: Imaginary Forces (IF)IF Art Director: Ronnie KoffIF Producer: Courtney GrahamIF Designers: Arisu Kashiwagi, Mike Daines, Freda LauIF Animators: Derek Ptacnik, Gary Hebert, Clint Chang, Ken Pelletier, Lisa Rubinelli, Scott Cullen, Teresa SwansonIF Editor: Keith RobertsIF Inferno Artists: Rod Basham, Eric MasonIF Modeler: Jeff DietrichIF Coordinator: Annie ChenClient: Discovery Communications
Network: Science
Agency VP/ Creative Director: Dan Bragg
Agency Creative DIrector/Lead Producer: Tom King
Agency Art Director: Amie Nguyen
Agency Production Manager: Kevin Lahr
Agency Producer: Sarah Murphy

Music Company: Musikvergnuegen

Date released/Aired (Day/Month/Year): June 8, 2011
3D Apps Cinema4D

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