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

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." Read the story: http://www.gomediazine.com/design-art... Visit the Imaginary Forces website: http://www.imaginaryforces.com/ Credits 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 Koff IF Producer: Courtney Graham IF Designers: Arisu Kashiwagi, Mike Daines, Freda Lau IF Animators: Derek Ptacnik, Gary Hebert, Clint Chang, Ken Pelletier, Lisa Rubinelli, Scott Cullen, Teresa Swanson IF Editor: Keith Roberts IF Inferno Artists: Rod Basham, Eric Mason IF Modeler: Jeff Dietrich IF Coordinator: Annie Chen Client: 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