SCI FI President Dave Howe announced yesterday that the NBC Universal-owned network will get a new look and name beginning this summer. According to the network’s website, the new Syfy (still pronounced SciFi) broadens perceptions and embraces a wider range of current and future imagination-based entertainment beyond just the traditional sci-fi genre, including fantasy, supernatural, paranormal, reality, mystery, action and adventure. The new brand message and tagline, “Imagine Greater”, will invite both consumers and advertisers into a new era of unlimited imagination, exceptional experiences and greater entertainment.

“Without abandoning our legacy or our core audience, we needed to cultivate a distinct point of view with a name that we could own that invites more people in and recognizes our broader range of programming with literally something for everyone,” notes Howe. “Syfy allows us to build on our 16-year heritage of success with a new brand built on the power that fuels our genre: the imagination. Syfy ushers in a new era of unlimited imagination, exceptional experiences and greater entertainment that paves the way for us to truly become a global lifestyle brand.”

The new brand will launch July 2009.

ESPN network settled a lawsuit by Quiksilver Inc., a clothing brand specializing in surfing and winter sports, over the Walt Disney Co.’s sport channel’s logo for the international X Games competition.

Quiksilver, headquartered in Huntington Beach, declared ESPN had violated a trademark.

The companies didn’t reveal the inside information of the settlement in papers filed jointly December 22 in federal court in New York. This November, U.S. District Judge Colleen McMahon traversed ESPN’s request to dissolve the case, asserting that the emblem for its extreme-sports franchise (one of the most surfwear-related famous logos) was “strikingly similar” to a stylized “X” printed on Quiksilver apparel.

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