Visual Standards Guide
Visual Standards Guide
Visual Strategy Guide
Visual Visual Development Standards Guide Guide
Visual Standards Guide
Public Broadcasting Service
Contents Brand Background 01/04 Introduction 06 Who We Are 08 Key Words 10 Logo Guide 02/04 The New Logo 14 Logo Anatomy 16 Logo Size Variations 18 Improper Logo Usage 19 Visual System 03/04 The New Logo 22 Color Standards 23 Type Standards 24 Business System 26 Brand Expansions 04/04 Overview 32 Brand Expansions 34
01/04
Brand Background Introduction Who We Are Key Words
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INTRODUCTION
Introduction
Public Broadcasting Service (PBS) is a non-profit public broadcasting television service in the United States, with some member stations available by cable in Canada. PBS is America’s schoolhouse. It is the largest public media outlet. PBS provides its member stations with programming in cultural, educational, and scientific areas, in children’s fare, and in news and public affairs. PBS does not i t s e l f produce programs; the programs are produced by the member stations, independent producers, and other program producers worldwide. It’s the most prominent provider of educational television programming to public television stations. While the term broadcast also covers radio, PBS only covers television. For radio, the United States has National Public Radio (NPR), American Public Media, and Public Radio International.
BRAND BACKGROUND 01/04
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08
WHO WE ARE
BRAND BACKGROUND 01/04
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Who We Are
Our New Mission: Using interactive ways to convey useful information for everyone. Not only do we deliver useful knowledge and information on the screen, but we also provide tangible ways, so people can interact with PBS and see it in person.
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KEY WORDS
Key Words
Appealing
Making information more appealing is a new way to attract bigger audiences. PBS should change with times.
Accessible
We will not just focus on children’ programs in the future. Varied information should be accessible to everyone.
Diverse
Because PBS focus on education, audiences are limited. PBS should cover different areas to convey information will obtain larger audience.
BRAND BACKGROUND 01/04
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02/04
Logo Guide The New Logo Logo Anatomy Logo Size Variations Improper Logo Usage
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The New Logo
THE NEW LOGO
LOGO GUIDE 02/04
The new logo base on the soul of the brand which means to spread information on the public. The arrows represent this idea to convey information for everyone.
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L O G O A N AT O M Y
Logo Anatomy
The PBS’s logo is composed of arrows and circular shapes to reflect spreading information for everyone.
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LOGO GUIDE 02/04
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L O G O S I Z E V A R I AT I O N S
Logo Size Variations
Different versions of the logo are preferred for different applications.
.75 in
LOGO GUIDE 02/04
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Version A Acronym Logotype
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Version B Logotype+Full Name
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Improper Logo Usage
Avoid these mistakes for consistent and approved logo usage.
03/04
Visual System The New Logo Color Standards Type Standards Business System
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The New Logo
THE NEW LOGO
VISUAL SYSTEM 03/04
The new logo base on the soul of the brand which means to spread information on the public. The arrows represent this idea to convey information for everyone.
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Color Standards
Avoid these mistakes for consistent and approved logo usage.
Black background
PMS: White R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0
Applied at Education PMS: P115-16U R: 0 G: 155 B: 215 C: 100 M: 0 Y: 0 K: 10
Applied at Creation PMS: Yellow U R: 255 G: 245 B: 0 C: 0 M: 0 Y: 100 K: 0
Applied at Environment PMS: P152-8U R: 55 G: 145 B: 55 C: 70 M: 0 Y: 100 K: 25
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Type Standards
T Y P E S TA N D A R D S
VISUAL SYSTEM 03/04
The PBS’s brand employs two distinct typefaces.
IBM Plex Sans Light IBM Plex Sans Regular IBM Plex Sans Medium
0123456789 ABCDEFGHIJKLMNOPAR STUVWXYZ abcdefghijklmnopqrstuv wxyz 0123456789 ABCDEFGHIJKLMNOPAR STUVWXYZ abcdefghijklmnopqrstuv wxyz 0123456789 ABCDEFGHIJKLMNOPAR STUVWXYZ abcdefghijklmnopqrstuv wxyz
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Courier New Regular Courier New Bold
0123456789 ABCDEFGHIJKLMNOPAR STUVWXYZ abcdefghijklnopqrs tuvwxyz 0123456789 ABCDEFGHIJKLMNOPAR STUVWXYZ abcdefghijklnopqrs tuvwxyz
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Business System
BUSINESS SYSTEM
VISUAL SYSTEM 03/04
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BUSINESS SYSTEM
VISUAL SYSTEM 03/04
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04/04
Brand Expansions Overview Brand Expansions
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OVERVIEW
Where We Are Going Next?
Expanding our ideas to convey information through the educational way and the fun way for people.
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B R A N D E X PA N S I O N S
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What Does The New PBS Do For You?
The mission of PBS is to use interesting ways to convey useful information for everyone, so PBS uses the educational way and fun way to share information in public.
Education • • • • • • • •
PBS Environmental Protection (EEN1) PBS Outdoor Skills Learning (ES1) PBS Videos Learning (ES2) PBS Learning For Kids (ES3) Solving Earth Pollution Problems (ES4) PBS Talk (EEV1) PBS Ocean Exploration (EEV2) PBS Scientific Lab (EEO1)
Fun • PBS • PBS • PBS • PBS • PBS • PBS • PBS • PBS • PBS • PBS
Learning App (FPR1) Lunch (FPR2) Explore A New Place (FE1) Products Exchange (FS1) Sports Learning (FS2) City History Tour (FEV1) Concerts (FCO3) History Tour (FCO1) Learning Foreign Languages (FCO2) Plants Lab (FEO1)
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Education 5
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FPR2 ES3
EEO1 FPR1 EEN1
FCO1
ES1 ES5
FS1
ECO1 EEV1 FEV1
FEO1
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FS2 ES4
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FS1 FCO3
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Fun
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B R A N D E X PA N S I O N S
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Education
We do some educational activities, service and events for everyone that includes outdoor skills learning, scientific lab and environmental protection.
PBS Video Learning
Outdoor Skills Learning
PBS Talk
Categorization: Education (ES3) Type: Service
Categorization: Education (ES1) Type: Service
Categorization: Education (EEV1) Type: Event
Introduction: This is a service for students. We turn boring textbooks to motivational videos.
Introduction: The service is for people who want to learn about outdoor skills.
Introduction: This event is for people to learn anything about daily life.
Description: Some people like to watch motivational videos rather than books. Nowadays, people have digital devices. It is a good way for students to learn.
Description: It is a service for people who want to do outdoor activities. We will teach some skills about how to survive in the wilderness. Also, we will give some suggestions of possible equipment you may purchase.
Description: There are talks about daily life. We have professional speakers to share their experiences. If the event is about cooking, the chef will teach people how to cook food. The audience can cook food in the show.
Mission-focus: The service reinforces our mission of sharing interesting and useful information for people by learning from videos.
Mission-focus: The outdoor activity reinforces our mission of conveying interesting information for people by doing outdoor activities.
Mission-focus: The event reinforces our mission of sharing useful information for people by these talks.
Similar to: Docebo, Torch LMS
Similar to: Geocaching, The Outbound
Differentiating elements: Our learning materials are from the school, so students can learn from our service instead of textbooks.
Differentiating elements: We not only teach outdoor skills you can learn, but also provide equipment for people.
Links to: PBS Learning For Kids
Links to: PBS Ocean Exploration, PBS Explore A New Place
Similar to: Ted Talk, The Moth Differentiating elements: People can not only obtain knowledge, but also actually practice and participate in the show. Links to: PBS Scientific Lab
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PBS Concerts
PBS Learning For Kids
Environmental Protection
Categorization: Education (ECO3) Type: Co-Branding Opportunity
Categorization: Education (ES4) Type: Service
Categorization: Education (EEN1) Type: Environment
Introduction: This is a service for people to enjoy a show or music.
Introduction: This is a service for children. They can learn skills from our teams.
Introduction: The service can provide information about the environment for people.
Description: There is a concert in nature. We will cooperate with music companies and natural places to present the show or music.
Description: This is a service for children who need to more learn. It is like a cram course, but we teach natural sciences, math and basic skills. We can take care of your children at a park when their parents don’t have time. Our age range is between 3 to 10 years old.
Description: We convey useful knowledge for people who are interested in environmental issues. We will teach people how to protect our environment through growing plants.
Mission-focus: The concert reinforces our mission of conveying useful information for people by joining concerts. Similar to: Ultra, Coachella Differentiating elements: Our concert will present in the forest. People can not only relax in nature but also enjoy music. Links to: PBS Explore A New Place
Mission-focus: The service reinforces our mission of conveying useful information for children by learning. Similar to: opus1, kidpass Differentiating elements: We will take children from the school or home, and we also have a lot of activities both indoor or outdoor. Links to: PBS Video Learning
Mission-focus: The service reinforces our mission of conveying useful information for people by sharing knowledge of growing plants. Similar to: Nature, SmartPlant Differentiating elements: People can not only enjoy nature, but also get knowledge about nature. Links to: PBS Concerts, PBS Explore A New Place
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B R A N D E X PA N S I O N S
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PBS Scientific Lab
PBS Sports Learning
PBS Ocean Exploration
Categorization: Education (EEO1) Type: Educational Opportunities
Categorization: Education (FS2) Type: Service
Categorization: Education (EEV2) Type: Event
Introduction: It is a scientific experience for people who what to learn about science.
Introduction: The service for people who watch or do sports at home.
Introduction: This is an experience for people who are interested in the ocean.
Description: We provide a scientific lab for people who want to learn and explore. We have professional instructors to teach people in the lab. People can learn from basic scientific knowledge to the deep.
Description: It is a service for people who want to exercise, but do not want to go to a gym. They can learn through our service. We have professional trainers to teach users.
Description: It is an activity for people who are interested in the ocean. They will learn how to scuba diving, so they can understand about marine biology through our activity.
Mission-focus: The service reinforces our mission of sharing useful information for people by learning sports.
Mission-focus: The exploration reinforces our mission of using interesting ways to convey useful information for people by discovering underwater though scuba diving.
Education
Mission-focus: The education reinforces our mission of conveying useful information for people by the science lab. Similar to: Scientific Laboratory, JHA Techspace Differentiating elements: This company is a scientific learning center. Our lab includes the adult and children to learn basic scientific knowledge on site. Links to: PBS Learning App, PBS Science, PBS Talk
Similar to: Runtastic, MyTraining Workout Tracker Log Differentiating elements: We have professional trainers to teach people how to do the exercise. Users can make videos of our trainers, and the trainer will teach users how to do the exercise correctly. Links to: PBS Learning App
Similar to: Kona Diving, Honolulu Scuba Company Differentiating elements: We not only teach about Marine Biology on TV but also take people scuba diving in the ocean. People can learn more about Marine Biology. Links to: PBS Outdoor skills Learning
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Solving Earth Pollution Categorization: Education (ES5) Type: Service Introduction: It is a service to protect our earth for people who care about our environment. Description: It is a service for people who want to protect our earth or to solve pollution problems. Parents can do the activity with their children.
Mission-focus: The service reinforces our mission of conveying useful information for people by solving earth pollution. Similar to: World Wildlife Fund, EarthFirst! Differentiating elements: We not only learn how to protect our earth from this program but also doing something real to help our earth. Links to: PBS Plants Lab, PBS Talk
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Fun
We do some fun events, service and activities for everyone that includes city history tours, learning app and plant lab.
PBS History Tour
PBS Learning App
PBS Products Exchange
Categorization: Fun (FCO1) Type: Co-Branding Opportunity
Categorization: Fun (FPR1) Type: Product
Categorization: Fun (FS1) Type: Service
Introduction: This is trips for people who are interested in a place which was introduced by our programming.
Introduction: The product can help you learn at home, at school or anywhere else.
Introduction: A service for people who use useless things that may become valuable things.
Description: We cooperate with tour groups and airlines. We have both history and travel programs, so we can combine these together and bring people to places where they saw on tv.
Description: This is an interactive app. People can gain knowledge through the app. We will ask some questions about science, biology and so on. Users can answer these questions by using the app.
Mission-focus: The service reinforces our mission of conveying useful information for people by sharing history.
Mission-focus: The product reinforces our mission of conveying interesting information for people by using app.
Mission-focus: The service reinforces our mission of conveying interesting information for people by exchanging products.
Similar to: SAP Concur, TripActions
Similar to: Knowledge Trainer, Knowledge Power
Similar to: POSHMARK, letgo
Differentiating elements: We talk about the historic places clearly for people, so they can know more about the places they travel to.
Differentiating elements: It is kind of a Slumdog Millionaire movie, but people answer questions using the app, and they can earn some points by doing this.
Differentiating elements: We focus on antique and historical products such as 19th century chairs and tables.
Links to: PBS City History Tours
Links to: PBS Learning For Kids, PBS Sports Learning
Description: It is a service for people who want to throw away their furniture. They can learn how to use antiques and make them become valuable objects.
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PBS Lunch
PBS City History Tours
Languages Learning
Categorization: Fun (FPR2) Type: Product
Categorization: Fun FEV1 Type: Event
Categorization: Fun FCO2 Type: Co-Branding Opportunities
Introduction: This is for people who want to eat delicious and amazing food from our renowned chefs.
Introduction: It is a city history tour from the screen to your life.
Introduction: This is an educational organization that teaches different foreign languages to people.
Description: Because we have renowned chefs to teach people how to cook on the channel, we cooperate with stores to sell our food made by our program. Mission-focus: The product reinforces our mission of conveying interesting information for people by producing the good products. Similar to: Top Chef, Good Eats Differentiating elements: People not only see amazing food on the tv but also eat amazing food in real life.
Description: We not only present different city history tours on the screen but also bring people on tour to these locals. Mission-focus: The event reinforces our mission of conveying useful information for everyone by joining history tours. Similar to: G Adventures, Intrepid Travel Differentiating elements: Because we have a lot of information about different countries, we can give people some real information in the beginning. People can more clearly understand the history of a city when they arrive in that county. Links to: PBS History Tour
Description: It is a service for people who want to study foreign languages. We have people who are bilingual and can help you. Also, we will play a game that helps people break the ice at the beginning. Mission-focus: The activity reinforces our mission of conveying interesting information for everyone by learning foreign languages together. Similar to: The American Council on the Teaching of Foreign Languages, Center for Applied Linguistics Differentiating elements: Parents can learn different languages with their children together. Our instructor can teach the language which they want to learn the parent and the children. They can review or practice at home together after the class. Links to: PBS Learning App
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Fun
PBS Explore A New Place
PBS Plant Lab
Categorization: Fun (FE1) Type: Environment
Categorization: Fun (FEO1) Type: Educational Opportunities
Introduction: A service for people who want to explore new places.
Introduction: It is a plant growing lab for people who are interested in plants.
Description: We are going to explore new outdoor places. People can join us to explore then. Also, we will share some information about these natural areas.
Description: It is a service for people to learn how to plant plants in the lab. Also, they can learn how to nurture the plants at home.
Mission-focus: The service reinforces our mission of conveying useful information for people by exploring new places. Similar to: RunGo, Spotted By Locals Differentiating elements: We have guides who accompany people who want to explore new places. Also, the guide will share information about the place. Links to: PBS Outdoor skills Learning, PBS Plants Lab, PBS Ocean Exploration
Mission-focus: The education reinforces our mission of conveying useful information for people by joining the plant lab. Similar to: Bottle Ecosystem, Becoming a Plant Differentiating elements: We not only teach people how to nurture plants but also to plant plants in our environment. Links to: PBS Outdoor skills Learning, Solving Earth Pollution Problems, PBS Talk
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PBS Video Learning Categorization: Education (ES3) Type: Service
B R A N D E X PA N S I O N S
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This is a service for students. PBS turns boring school textbooks to motivational videos. Some people like watching motivational videos rather than physical books. Nowadays, people have digital devices. It is a good way for students to learn.
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PBS Learning For Kids Categorization: Education (ES4) Type: Service
B R A N D E X PA N S I O N S
B R A N D E X PA N S I O N S 0 4 / 0 4
This is a service for children. They can learn skills from our teams. This is a service for children who need to more learn. It is like a cram course, but we teach natural sciences, or basic skills. We can take care of your children at a park when their parents don’t have time. Our age range is between 3 to 10 years old.
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PBS History Tour
This is trips for people who are interested in a place which was introduced by our programs.
Categorization: Fun (FCO1) Type: Co-Branding Opportunity
We cooperate with tour groups and airlines. We have both historic and travel programs, so we can bring people to places where they saw on tv.
B R A N D E X PA N S I O N S 0 4 / 0 4
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PBS Plant Lab Categorization: Fun (FEO1) Type: Educational Opportunities
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It is a plant growing lab for people who are interested in plants. It is a service for people to learn how to plant plants in the lab. Also, they can learn how to nurture the plants at home.
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Languages Learning Categorization: Fun (FCO2) Type: Co-Branding Opportunities
B R A N D E X PA N S I O N S
B R A N D E X PA N S I O N S 0 4 / 0 4
This is an educational organization that teaches different foreign languages to people. It is a service for people who want to study foreign languages. We have people who are bilingual and can help you. Also, we will play a game that helps people break the ice at the beginning.
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PBS Talk Categorization: Education (EEV1) Type: Event
B R A N D E X PA N S I O N S
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This event is for people to learn anything about daily life. There are talks about daily life. We have professional speakers to share their experiences. If the event is about cooking, the chef will teach people how to cook amazing food. The audience can cook food in the show.
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Environmental Protection Categorization: Education (EEN1) Type: Environment
B R A N D E X PA N S I O N S
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The service can provide information about the environment for people. We convey useful knowledge for people who are interested in environmental issues. We will teach people how to protect our environment through growing plants.
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Ocean Exploration Categorization: Education (EEV2) Type: Event
B R A N D E X PA N S I O N S
B R A N D E X PA N S I O N S 0 4 / 0 4
This is an experience for people who are interested in the ocean. It is an activity for people who are interested in the ocean. They can learn how to scuba diving, so they can understand about marine biology through our activity.
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Outdoor Skills Learning Categorization: Education (ES1) Type: Service
B R A N D E X PA N S I O N S
B R A N D E X PA N S I O N S 0 4 / 0 4
The service is for people who want to learn about outdoor skills. It is a service for people who want to do outdoor activities. We will teach some skills about how to survive in the wilderness. Also, we will give some suggestions of possible equipment you may purchase.
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Sources
Information wikipedia.com pbs.org Photography pbs.org unsplash.com cghnyc.com Student Work By YoJheng Wang This is a student project and is in no way supported by PBS.