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The Program Exchange
Written and Compiled by Jeffrey Gray
Logo captures by V of Doom and Juniorfan88
Editions by V of Doom, Hoa and Juniorfan88
Video captures courtesy of Mcy919, Tyson83782 and DanDMan16
Background: In 1979, The Program Exchange was formed and founded by Dancer, Fitzgerald and Sample (that's what DFS stands for in the 1979 logo). DFS was a Madison Avenue based company. In 1987, DFS was dropped out of the 1987 logo because then it would be called Saatchi Arts from New York. Ever since 1979, Program Exchange has been a "barter company", which means they could trade shows with TV stations in "exchange" (pun intended :P) for the stations to run ads for Saatchi & Saatchi (an ad agency that formerly owned the Program Exchange) clients such as General Mills. Currently, the Program Exchange is owned by ZenithOptimedia.
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/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 appearence was when TV Land reran The Abbott & Costello Show back in the 2000's.
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: 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 a byline underneath the lower arrow. Then, the logo shines.
Bylines:
FX: The zooming.
Music/Sounds:
Music 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, or the 1-4 seasons of Coach on DVD. 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
(2008- )
Nicknames: "The Nike Exchange", "Boomerang", "Bouncing CGI Balls", "The Balls of Annoyance", "Balls of Boredom"
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 underneath the text, zoom back. Then another ball with a white 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.
FX: 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 on TV Land, and is believed to plaster over older logos.
Scare Factor: None; this logo is more pathetic than scary.
Logo captures by V of Doom and Juniorfan88
Editions by V of Doom, Hoa and Juniorfan88
Video captures courtesy of Mcy919, Tyson83782 and DanDMan16
Background: In 1979, The Program Exchange was formed and founded by Dancer, Fitzgerald and Sample (that's what DFS stands for in the 1979 logo). DFS was a Madison Avenue based company. In 1987, DFS was dropped out of the 1987 logo because then it would be called Saatchi Arts from New York. Ever since 1979, Program Exchange has been a "barter company", which means they could trade shows with TV stations in "exchange" (pun intended :P) for the stations to run ads for Saatchi & Saatchi (an ad agency that formerly owned the Program Exchange) clients such as General Mills. Currently, the Program Exchange is owned by ZenithOptimedia.
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/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 appearence was when TV Land reran The Abbott & Costello Show back in the 2000's.
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: 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 a 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: The zooming.
Music/Sounds:
- 1987-1993: Same as 1st logo, but less noisy.
- 1993-2008: A somewhat relaxing synthesizer tune.
Music 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, or the 1-4 seasons of Coach on DVD. 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
(2008- )
Nicknames: "The Nike Exchange", "Boomerang", "Bouncing CGI Balls", "The Balls of Annoyance", "Balls of Boredom"
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 underneath the text, zoom back. Then another ball with a white 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.
FX: 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 on TV Land, and is believed to plaster over older logos.
Scare Factor: None; this logo is more pathetic than scary.
BobFish |
Latest page update: made by BobFish
, Nov 1 2008, 10:48 PM EDT
(about this update
About This Update
Edited by BobFish
2 words added 2 words deleted view changes - complete history) |
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Keyword tags:
Program Exchange
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| Started By | Thread Subject | Replies | Last Post | |
|---|---|---|---|---|
| Silversword55 | new 2008 Program exchange logo | 8 | Oct 20 2008, 3:40 PM EDT by Hoa | |
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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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