A Moveable Logo Meant To Move You

Science Channel has a new shape-shifting logo that goes by the name of “Morph.” After creating the blog-like thing in-house, the network turned to Imaginary Forces for help to bring Morph to life.

According to Fast Company, Imaginary Forces is touting the work as “the future of logo design.”

Ronnie Koff, a director and art director at Imaginary Forces who was creative lead on the project, says, “We’re not coming from a print foundation anymore. Now that technology has reached the point where everything is some moving form of media, logos are going to be designed for that kind of media first. There’s no reason to make a logo static anymore.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Sure, sure. With a logo like Imaginary Forces’, it’s no wonder they don’t want to do static logos. It’s a tough job.

  2. While it might be cool for the Science Channel, how is a logo that morphs and adapts better than a static one? Seems like it would cause confusion to a consumer for me?

    “Wait, what channel am I watching? I don’t remember that logo from last week.”