Visual Development Guide
Visual Development Guide
Visual Strategy Guide
Visual Visual Development Standards Guide Guide
Visual Development Guide
Public Broadcasting Service
Contents Brand Background 01/04 Introduction 06 Who We Are 08 Key Words 10 New Logo 02/04 Logo History 14 New Logo Concepts 16 Logo Sketches (Round One) 18 Refinement 03/04 Refinement New Logos (Round Two) 22 Digital Sketches (Round Three) 24 Logotype Development 26 Similar Logos 28 The New Logo, Revealed 04/04 The Reveal 34 Moving Forward 42
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
New Logo Logo History New Logo Concept Logo Sketches (Round One)
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LO G O H I STO RY
NEW LOGO 02/04
Logo History
First Logo 1970–1971 The picture was simply a still with the words PUBLIC, BROADCASTING, and SERVICE, set in Helvetica and displayed in red, yellow, and blue, respectively. The screen, but also, through tangible ways, people can interact with PBS and see it in person.
1971–1984 This logo was designed by Ernie Smith and Herb Lubalin. This logo starts with a full-screen present blue “P,” which zooms out to the upper-middle, taking on the shape of a face in profile as it turns left. An orange “B” and then a green “S” pop out, with dots popping off to form the spaces in those letters.
1984–1996 The logo was principally developed by Tom Geismar of Chermayeff & Geismar. The “P” inverted to face right instead of left, repeated the outline as a series “ to suggest a multitude, a public”, and renamed the icon “Everyone”. The repeated outline of the face has also been interpreted to suggest a degree of “multiculturalism.”
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1996–1998 The logo composed a variety of items: A telescope turns in the lower left corner; a globe of the Earth shows at upper right; while at the center a framed windowpane traps in.
1998–present The PBS figure logo appears in a black circle, with the “PBS” text to the right. According to Chermayeff & Geismar, the disc was disguised as a shield if it was added to keep the logo “from background interference”.
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New Version
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NEW LOGO CONCEPT
New Logo Concept
The new logo sketches base on the soul of the brand. We generate sketches in three divergent directions which are related keywords—appealing, accessible and various.
NEW LOGO 02/04
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LOGO SKETCHES (ROUND ONE)
Logo Sketches (Round One)
The first round focuses on the keywords which are appealing, accessible and various. These logos include symbolic marks, graphic marks and wordmarks.
NEW LOGO 02/04
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→ These sketches are potential logos for new PBS. The new PBS will focus on the arrow.
03/04
Refinement Refinement New Logos (Round Two) Digital Sketches (Round Three) Logotype Development Similar Logos
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Refinement New Logo (Round Two)
REFINEMENT NEW LOGOS (ROUND T WO)
REFINEMENT 03/04
The second round focuses on the keyword which is accessible. The keyword word represents spreading information for everyone. Keeping this idea continuously develops deeper.
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→ Avoiding dimensional shapes makes the logo clear. → Using acronyms and arrows makes the new PBS.
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Digital Sketches (Round Three)
D I G I TA L S K E T C H E S ( R O U N D T H R E E )
REFINEMENT 03/04
In the third round, focus on the arrow and the words. Reducing extra elements is a good way for people to recognize it directly.
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→ The inclined PBS is hard to recognize at first sight, so I combined the horizontal shape and the arrows.
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LOGOTYPE DEVELOPMENT
Logotype Development
The arrows’ directions is a significant issue. Although it is a minor thing, it is very important. Normally, arrows will point up, down, left and right or left and right. Finally, left and right arrows are the final decision.
→ The arrow is going down that gives the negative meaning. Also, the angle arrows are too sharp. → The same horizontal positions of the arrows are too inflexible, so the different position makes more energetic.
REFINEMENT 03/04
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At this point, the logo became clear that a unique logotype would be needed to express the PBS brand, After some additional sketching, we developed left and right arrows and circular angles.
→ The final logo removed the sharp of the angle. Also, the positions of the arrow are in the different horizontal that make the logo looks more energetic.
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SIMIL AR LOGOS
REFINEMENT 03/04
Similar Logos
Before finalizing our new logo, we researched some similar logos to ensure that PBS logo stands out from these logos. We found that while there are some formal similarities, most logos featuring the arrows have different shapes and directions.
It is an American Council on Exercise logo. The similar part is the arrow is not a complete shape. Making own style of the arrow is a good idea to present the characteristic of the company.
Divvy is Chicago’s bike share system. The different part is the company uses the simple arrows to represent it.
It is a Subway logo. The similar part is Subway combines the arrows with the logotype.
GENeco is a food waste management and renewable energy company. The similar part is that we combine the arrow with the logotype. The different part is the company shows what they do below the logotype.
Exide is a storage battery producing and a life insurance company. The similar part is that they combine the arrow with the logotype.
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Howcast is a website that provides instructional video and content company. The similar part is that they combine the arrow with the logotype. The logo also is san serif.
It is a multinational semiconductor company which is called Advanced Micro Devices. The similar part is that the company uses the arrow logo to present the idea.
EBOOST is for people who live to do more every day—who thrive on the go and always have a new goal on the horizon. The similar part is that the company uses the arrow to present various directions.
The logo is nederlandse spoorwegen which is the principal passenger railway operator in the Netherlands. The similar part is that the company uses two different way of the arrows.
It is a digital media storage company, which is called Request. The similar part is that the company uses the arrow to combine with the letter. The different part is that the company just uses one arrow.
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SIMIL AR LOGOS
REFINEMENT 03/04
Similar Logos
Before finalizing our new logo, we researched some similar logos to ensure that PBS logo stands out from these logos. We found that while there are some formal similarities, most logos featuring the arrows have different shapes and directions.
The company is called PARKER. They prove branding strategies and marketing solutions. The similar part is that we combine the arrow with the logotype. The different part is the company has different patterns on the logotype.
Gravity Flooring specializes in the supply and installation of carpet, vinyl, rubber and floor preparation to all types of commercial and residential premises. The similar part is that the company combines the arrow with the logotype.
It is a Fedex logo. The similar part is that the company combines the arrow with the logotype. The different part is that the logo is not directly showing on the logotype. It is negative space.
It is an image website. The similar part is that the company combines the arrow with the logotype.
It is a Hillary Clinton’s campaign logo. The similar part is that the company combines the arrow with the letter.
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Keap is a private company that offers an e-mail marketing and sales platform for small businesses. The similar part is that the company combines the arrow with the logotype. Also, the type is low caps.
More Than is an insurance company based in the United Kingdom. The similar part is that the company combines the arrow with the logotype. The different part is that the arrow is very simple.
National Express is a British multinational public transport company. The different part is that the arrow is symbolic.
Swiss Federal Railways is the national railway company of Switzerland. The similar part is that the arrows show different ways. The different part is that the arrow is symbolic.
Roam is a global community of coliving and coworking spaces. The similar part is that the company combine the arrow with the logotype.
04/04
The New Logo, Revealed The Reveal Moving Forward
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THE REVEAL
The Reveal
The logotype based on black and white, but in different fields, PBS will present different colors in different fields. For example, in the educational field, PBS will present by blue to represent intelligence, wisdom, and expertise. In the environment issue, PBS will be green. In the creative event, PBS will be yellow.
THE NEW LOGO, REVEALED 04/04
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THE REVEAL
THE NEW LOGO, REVEALED 04/04
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THE REVEAL
THE NEW LOGO, REVEALED 04/04
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THE REVEAL
THE NEW LOGO, REVEALED 04/04
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THE NEW LOGO, REVEALED 04/04
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MOVING FORWARD
Moving Forward
Based on the new logo direction, we will develop a full visual system to express the new PBS next.
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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.