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The Program Exchange
Logo descriptions by Jeffrey Gray
Logo captures by V of Doom and Juniorfan88
Editions by V of Doom, Hoa, Juniorfan88, and Nathan B.
Video captures courtesy of DanDMan16, Royger Short, and JohnnyL80
Background: In 1979, DFS-Program Exchange was formed and founded by Dancer Fitzgerald Sample, more commonly known as "DFS", which was a top-tier Madison Avenue-based company. DFS was renamed DFS-Dorland in 1986, and in 1987, the company was acquired by Saatchi & Saatchi, who took the "DFS-Dorland" out of the company's name (although "DFS" would continue to be listed in their logo until 1993). Ever since 1979, the Program Exchange has been a "barter company", trading shows with TV stations in "exchange" (pun intended :P) for the stations to run ads for (until 1987) DFS clients such as Toyota USA or (until 2008) Saatchi & Saatchi clients such as General Mills, allowing even low-budget stations to air them. Currently, the Program Exchange is owned by ZenithOptimedia, itself owned by the Publicis Groupe.
1st Logo
(1979-1987)
Nicknames: "The Arrows", "Crossing/Xing Arrows"
Logo: Against a black gradient background, some beams of light zoom out and form the letters "dfs" in a white italicized font inside a light blue box with a black outline. The background all of a sudden changes into a blue gradient background. Afterwards, we see two white arrows with black outlines coming from opposite sides of the screen; the arrow coming from the left reads "PROGRAM" and the arrow coming from the right reads "EXCHANGE". The two arrows cross, and the DFS symbol shines.
FX/SFX/Cheesy Factor: A typical late-'70s/early-'80s animation; the light beam effect looks pretty good for the time, but the arrows sliding in look very cheap.
Music/Sounds: We start out with a very-loud high pitch synthesizer sound, then the synthesizer noise goes into sounding like an alarm.
Availability: Extinct, but was found on earlier episodes of the old Dennis the Menace animated series; however, Boomerang's prints of the show have the third logo. Its last TV appearance was when TV Land reran The Abbott & Costello Show back in the 2000s.
Scare Factor: Low to medium, because of the loud synthesizer music.
2nd Logo
(1986-1987)
Nickname: "The Dorland Crossing/Xing Arrow Logo"
Logo: Against a blue/black gradient background, we see "DFS-DORLAND", in a Times New Roman-esque font (in silver, and with the "D" and "O" linked together) zoom in from the bottom of the screen and position itself above the center of the screen in a "light trail" effect. Immediately afterwards, the word "PROGRAM", featuring a yellow arrow below it, and the word "EXCHANGE", featuring a yellow arrow beneath it, cross from opposite sides at the screen's bottom. Both words are in a light blue italicized Impact font. The two arrows join by way of a diagonal line in between the words, and the finished arrow flashes briefly. A horizontal line draws itself underneath "DFS-DORLAND" from left to right, and when it's finished, the letters in "DFS-DORLAND" shine.
FX/SFX: The zooming and shining.
Cheesy Factor: The dated animation is choppy, though it is an improvement over the previous logo.
Music/Sounds: The same as the 1979 logo, but softer on the volume and heavier on the bass.
Availability: Extinct, and beyond extremely rare. This logo was very short-lived (only used for one year, from 1986-1987). It appeared on Dennis the Menace episodes of this era, as well as on a VHS tape of the cartoon version of Dennis the Menace from the '80s, but as with logo #1, Boomerang's prints have the next one below, so it's a hard call.
Scare Factor: Low; the dated animation and music may unnerve some people.
3rd Logo
(1987-2008) 
Nicknames: "Sliding Arrows", "Two Ways", "Arrows of Annoyance", "CGI Crossing/Xing Arrows"
Logo: Against a blue/black gradient background with little black scanlines, the words "PROGRAM" come in from the bottom right of the screen, "EXCHANGE" comes in from the top left of the screen [both written in a white (blue for the 1987 version) segmented font], part of a left-facing arrow comes in from the top right of the screen, and part of a right-facing arrow comes in from the bottom left of the screen simultaneously. They all intersect until the silver arrows meet at the middle of the camera shot. The word "THE" (in a smaller font, and situated on the side of the "P" in "PROGRAM") fades in, along with the Saatchi & Saatchi byline underneath the lower arrow. Then, the logo shines.
Bylines:
FX/SFX: The zooming.
Music/Sounds:
Music/Sound Variant: In some cases, the 1987 logo has often been spotted with the 1993 music.
Availability: Lived for 21 years. You can look for the '87 logo on the old tapes or you can see it on Rocky and Bullwinkle reruns (currently on WGN America), or seasons 1-4 of Coach on DVD, as well on S2 episodes of Dennis the Menace. The '93 logo, however, is pretty common as it's plastered on pretty much every show Program Exchange offers to the the TV stations.
Scare Factor: Low to medium on the '87 version because of the synthesizer music; low for the '93 version.
4th Logo
(January 26, 2008- )
Nicknames: "The Nike Exchange", "Boomerang", "Bouncing CGI Balls", "The Balls of Annoyance", "Balls of Boredom", "The Nike Logo Exchange"
Logo: On a white background, a blue ball bounces on screen, then "The Program Exchange" in some basic, light blue, italicized font, as well as a weird boomerang thing that 
looks like the current Nike logo underneath the text, zoom back. Then another ball with a white version of the same boomerang shape on it rolls under the Program Exchange text, and jumps on the boomerang, and it spins to place itself next to "Exchange", pointing to the top left of the screen. The italicized light blue text "ZenithOptimedia" fades in, and the ball rolls off the screen to the left.
Variant: Surprisingly, there's a shorter version of this logo.
FX/SFX: The balls bouncing and rolling.
Cheesy Factor: The logo looks more like a '90s kids logo. The animation and music are also fairly simple, and it just doesn't look right without arrows. It looks like this logo has become an unfortunate victim of modern graphic design.
Music/Sounds: A synth drumbeat leading into a "beeping" electronic tune.
Availability: First seen on Just Shoot Me! reruns, and 3rd Rock from The Sun reruns on TV Land, and is believed to plaster over older logos, though as of 2009, this hasn't happened yet.
Scare Factor: None; this logo is more pathetic than scary.
Logo captures by V of Doom and Juniorfan88
Editions by V of Doom, Hoa, Juniorfan88, and Nathan B.
Video captures courtesy of DanDMan16, Royger Short, and JohnnyL80
Background: In 1979, DFS-Program Exchange was formed and founded by Dancer Fitzgerald Sample, more commonly known as "DFS", which was a top-tier Madison Avenue-based company. DFS was renamed DFS-Dorland in 1986, and in 1987, the company was acquired by Saatchi & Saatchi, who took the "DFS-Dorland" out of the company's name (although "DFS" would continue to be listed in their logo until 1993). Ever since 1979, the Program Exchange has been a "barter company", trading shows with TV stations in "exchange" (pun intended :P) for the stations to run ads for (until 1987) DFS clients such as Toyota USA or (until 2008) Saatchi & Saatchi clients such as General Mills, allowing even low-budget stations to air them. Currently, the Program Exchange is owned by ZenithOptimedia, itself owned by the Publicis Groupe.
1st Logo
(1979-1987)
Nicknames: "The Arrows", "Crossing/Xing Arrows"
Logo: Against a black gradient background, some beams of light zoom out and form the letters "dfs" in a white italicized font inside a light blue box with a black outline. The background all of a sudden changes into a blue gradient background. Afterwards, we see two white arrows with black outlines coming from opposite sides of the screen; the arrow coming from the left reads "PROGRAM" and the arrow coming from the right reads "EXCHANGE". The two arrows cross, and the DFS symbol shines.
FX/SFX/Cheesy Factor: A typical late-'70s/early-'80s animation; the light beam effect looks pretty good for the time, but the arrows sliding in look very cheap.
Music/Sounds: We start out with a very-loud high pitch synthesizer sound, then the synthesizer noise goes into sounding like an alarm.
Availability: Extinct, but was found on earlier episodes of the old Dennis the Menace animated series; however, Boomerang's prints of the show have the third logo. Its last TV appearance was when TV Land reran The Abbott & Costello Show back in the 2000s.
Scare Factor: Low to medium, because of the loud synthesizer music.
2nd Logo
(1986-1987)
Nickname: "The Dorland Crossing/Xing Arrow Logo"
Logo: Against a blue/black gradient background, we see "DFS-DORLAND", in a Times New Roman-esque font (in silver, and with the "D" and "O" linked together) zoom in from the bottom of the screen and position itself above the center of the screen in a "light trail" effect. Immediately afterwards, the word "PROGRAM", featuring a yellow arrow below it, and the word "EXCHANGE", featuring a yellow arrow beneath it, cross from opposite sides at the screen's bottom. Both words are in a light blue italicized Impact font. The two arrows join by way of a diagonal line in between the words, and the finished arrow flashes briefly. A horizontal line draws itself underneath "DFS-DORLAND" from left to right, and when it's finished, the letters in "DFS-DORLAND" shine.
FX/SFX: The zooming and shining.
Cheesy Factor: The dated animation is choppy, though it is an improvement over the previous logo.
Music/Sounds: The same as the 1979 logo, but softer on the volume and heavier on the bass.
Availability: Extinct, and beyond extremely rare. This logo was very short-lived (only used for one year, from 1986-1987). It appeared on Dennis the Menace episodes of this era, as well as on a VHS tape of the cartoon version of Dennis the Menace from the '80s, but as with logo #1, Boomerang's prints have the next one below, so it's a hard call.
Scare Factor: Low; the dated animation and music may unnerve some people.
3rd Logo
(1987-2008)
Nicknames: "Sliding Arrows", "Two Ways", "Arrows of Annoyance", "CGI Crossing/Xing Arrows"
Logo: Against a blue/black gradient background with little black scanlines, the words "PROGRAM" come in from the bottom right of the screen, "EXCHANGE" comes in from the top left of the screen [both written in a white (blue for the 1987 version) segmented font], part of a left-facing arrow comes in from the top right of the screen, and part of a right-facing arrow comes in from the bottom left of the screen simultaneously. They all intersect until the silver arrows meet at the middle of the camera shot. The word "THE" (in a smaller font, and situated on the side of the "P" in "PROGRAM") fades in, along with the Saatchi & Saatchi byline underneath the lower arrow. Then, the logo shines.
Bylines:
- 1987-1993: "A Division of Saatchi & Saatchi DFS, Inc."
- 1993-2008: "A Division of Saatchi & Saatchi North America, Inc."
FX/SFX: The zooming.
Music/Sounds:
- 1987-1993: Same as the DFS-Dorland logo, but slightly extended.
- 1993-2008: A somewhat relaxing synthesizer tune.
Music/Sound Variant: In some cases, the 1987 logo has often been spotted with the 1993 music.
Availability: Lived for 21 years. You can look for the '87 logo on the old tapes or you can see it on Rocky and Bullwinkle reruns (currently on WGN America), or seasons 1-4 of Coach on DVD, as well on S2 episodes of Dennis the Menace. The '93 logo, however, is pretty common as it's plastered on pretty much every show Program Exchange offers to the the TV stations.
Scare Factor: Low to medium on the '87 version because of the synthesizer music; low for the '93 version.
4th Logo
(January 26, 2008- )
Nicknames: "The Nike Exchange", "Boomerang", "Bouncing CGI Balls", "The Balls of Annoyance", "Balls of Boredom", "The Nike Logo Exchange"
Logo: On a white background, a blue ball bounces on screen, then "The Program Exchange" in some basic, light blue, italicized font, as well as a weird boomerang thing that
Variant: Surprisingly, there's a shorter version of this logo.
FX/SFX: The balls bouncing and rolling.
Cheesy Factor: The logo looks more like a '90s kids logo. The animation and music are also fairly simple, and it just doesn't look right without arrows. It looks like this logo has become an unfortunate victim of modern graphic design.
Music/Sounds: A synth drumbeat leading into a "beeping" electronic tune.
Availability: First seen on Just Shoot Me! reruns, and 3rd Rock from The Sun reruns on TV Land, and is believed to plaster over older logos, though as of 2009, this hasn't happened yet.
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Mariofan88 |
Latest page update: made by Mariofan88
, Aug 18 2009, 4:52 PM EDT
(about this update
About This Update
Edited by Mariofan88
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Keyword tags:
Program Exchange
More Info: links to this page
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| Started By | Thread Subject | Replies | Last Post | ||
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| Silversword55 | new 2008 Program exchange logo | 9 | May 4 2009, 3:58 PM EDT by PaPaLuigi | ||
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Thread started: Jan 27 2008, 2:07 AM EST
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THE MOST BORING LOGO EVAR! Even more boring than the ABC Studios logo they used in the summer of 2007.
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