(DFS) Program Exchange

Written and Compiled by Jeffrey Gray

1st Logo

Nickname: "The Arrows"

Logo: On a black background, several silvery, glowing, three-dimensional outlines of the letters "dfs" zoom out. The last one is surrounded by a silvery outline of a box. As it zooms out, a blue-white gradient backdrop, with a pattern of black dots on it, fades in. The box with "dfs" in it fades into white text surrounded by a white box, with the inside of the box filled in by blue. Then, two white arrows slide in from opposite ends of the screen; a left-pointing arrow with "PROGRAM" in it, and a right-pointing arrow with "EXCHANGE" in it. The two arrows slide to the middle of the screen, one on top of the other. The "dfs" box shines.

FX: The outlines of "dfs" zooming out, the arrows sliding across the screen.

Cheesy Factor: The effect of the outlines zooming out looks clean, as does the "shine"; however, the sliding arrows and the background are definitely very cheap-looking.

Music: A bizarre synth tune comprised of two separate, continuously rising and falling synth tunes.

Availability: Extinct. Was once on "The Abbott and Costello Show" on TV Land, but the logo has since been replaced by the second logo.

Scare Factor: Median, mainly due to the music

2nd Logo

Nickname: "The Crossing Arrows/Lines"

Logo: On a blue-black gradient background, a metallic blue "PROGRAM" surrounded by a stylized, silver, left-pointing arrow slides in from the bottom right corner, and a metallic blue "EXCHANGE" surrounded by a stylized, silver, right-pointing arrow slides in from the top left corner. As the image pulls back, the two overlap over each other, stopping with the "PROGRAM" above the "EXCHANGE" as the image finishes pulling back. A small "THE" appears inside the tip of the top arrow, and a very small, white byline reading "A Division of Saatchi and Saatchi DFS, Inc." fades in under the right arrow. The finished logo shines.

Byline: In later years, the byline appears as "A Division of Saatchi and Saatchi North America"

FX: The entire formation of the logo, the "shine."

Music: First used the music from Logo #1; in more recent years, the logo has used a lilting, dreamy tune.

Availability: The version with the first music is nearly extinct, only appearing on Boomerang's prints of "The Bullwinkle Show." The version with the second music is more common.

Scare Factor: Median, for the first music; Low, for the second music.

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