Discovery rebranded the Science Channel simply SCIENCE and unveiled a new, constantly morphing logo on Tuesday.
The network, seen in more than 68 million homes, will unveil the new elements on-air for the June 8, 10 p.m. second-season premiere of "Through the Wormhole with Morgan Freeman.
The network said the new logo -- called "Morph" because it will morph on-air, is "inspired by the constant transformation of energy and passion for exploring the unknown." (The logo mid-morph, above.)
"SCIENCE is more than a channel – it’s a multifaceted, multiplatform community that captures a distinct zeitgeist within our culture. To reflect this, we’re officially dropping the 'Channel' from our network name," said Debbie Adler Myers, general manager of SCIENCE.
SCIENCE started adding to its core science programming this year with pop-culture friendly shows like Ricky Gervais’ "An Idiot Abroad" and reruns of Joss Whedon's "Firefly." The network says the changes have resulted in its highest-rated quarter ever in primetime across key demographics.
See the new logo in action -- yes, that's right -- below:
