How Imaginary Forces brought the Science Channel’s “Morph” logo to life Like a tadpole that becomes a frog or a caterpillar that transforms into a butterfly, 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. Imaginary Forces gave Discovery’s black, egg-shaped Morph logo a wide array of characters and personalities to correspond to different network 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.” The robot-like Morph character looks menacing but retreats into its shell when it gets scared.
