Science Channel recently launched a new brand identity and positioning. The brand idea, “Question Everything”, celebrates the human drive to question everything and our power to influence the world around us. There was need to communicate the tenets of this brand idea to the Science Channel teams: everyone from programming developers, to advertising sales, to marketing.The core of the new brand identity is questioning everything, even previously “accepted” principles, in an effort to learn, invent and push us forward. How better to express this idea than to screen print the brand manifesto right over the top of vintage science text books? This way, how we delivered the manifesto was as powerful in expressing the brand idea as the words themselves.Because the books were from a series of original books, each book was unique - covering topics from outer space to robots to weather to geology - therefore creating a significant amount of buzz throughout the organization. And unlike traditional printed or electronic brand books, this manifesto is frequently shared and referenced.