The official rebranding of the 17-year-old network took place Tuesday with a new logo, new tagline (“Imagine Greater”), a new website and a new series to debut to go with it, Warehouse 13.

The Syfy name was unveiled in March when network brass cited the need to expand the channel’s lineup, change people’s perception of the network (as a maker of shlocky, cheap original “movies” with fake looking effects and lousy acting) and trademark a “unique” name. They felt “Sci Fi Channel” made the network’s image too limiting.

Despite the name change, Syfy has no plans on shooing away its existing fanbase. The program lineup, which includes such fare as Ghost Hunters and Destination Truth, will remain the same pretty much, and the Battlestar Galactica prequel series, Caprica, will come out in January.

Our take: Purely a advertising/image thing, not a substantive change to the shows being produced for the channel.