PBS brand guide - WGBH
PBS brand guide - WGBH
PBS brand guide - WGBH
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1. Dive right in<br />
2. Awaken the audience<br />
3. Share the experience<br />
4. A journey of the heart and mind<br />
5. Shake off the past<br />
Leave the ivory<br />
tower behind<br />
NATURE: American Eagle<br />
Fight the negative stereotype that<br />
<strong>PBS</strong> is a stuffy, pretentious, oldfashioned<br />
know-it-all. Conversational<br />
language best embodies who we<br />
really are: vibrant, contemporary<br />
explorers — just like our audience.<br />
So, favor simple, short, clear words<br />
(instead of “nonfictional account”<br />
say “true story”; instead of “utilize<br />
station community resources” say<br />
“use our local tools”). And, avoid<br />
weighing down your writing by<br />
including too much information.<br />
Boil it down to the essentials to<br />
keep things moving.<br />
The bald eagle, once considered<br />
an endangered species, is North<br />
America’s most recognizable aerial<br />
predator. NATURE: American Eagle<br />
presents a documentary portraying<br />
these majestic raptors in the wild.<br />
Original (formal and scholarly)<br />
NATURE: American Eagle<br />
Soar through the sky with the bald<br />
eagle. Once an endangered species,<br />
it’s now North America’s most wellknown<br />
predatory bird. NATURE:<br />
American Eagle takes you into the<br />
wild with an intimate portrait of<br />
these majestic raptors’ lives.<br />
37<br />
6. Leverage your experience<br />
Refined (conversational and friendly)
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