PBS brand guide - WGBH

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1. Dive right in 2. Awaken the audience 3. Share the experience 4. A journey of the heart and mind 5. Shake off the past 6. Leverage your experience Remember some tried and true copywriting tips Grab their attention upfront. Write in short sentences. Be specific and focused. Use active verbs. Be simple and straightforward. Consider using bullets and numbered lists. Avoid industry jargon and clichés. And, as all good writers know, having someone proofread the final draft will ensure that your words deliver the message just as you intended. As you write, apply these rules: • When referring to PBS, its programs, services, products or stations, use the brand name: PBS. Do not use “public television” or “PTV.” • Do not spell out “Public Broadcasting Service,” unless required to do so for a legal document. • The possessive of PBS is PBS’. • PBS always appears in uppercase letters, except when listing the URL: pbs.org. • The first time that PBS is referenced in copy, the ® must be used; subsequent references to PBS within the same copy do not require the use of this symbol. 38
Creative checklist Looking for a quick way to make sure your communications capture the spirit of the brand? When developing or reviewing your work, ask yourself: Does it spark my curiosity, make me itch for more? Does it draw me in and make me a part of the experience? Does it have spirit, passion, excitement? Does it speak to me, open me up to something new? Does it feel real, not trumped up for added drama? Does it feel unique, possible only on PBS? Would it inspire me to act (tune-in, support, etc.)? 39
Page 1 and 2: Brand Guide version 1.10
Page 3 and 4: The PBS family of brands Our brand
Page 5 and 6: Who We Are 5
Page 7 and 8: Our values We… • Are open to ne
Page 9 and 10: Our Brand 9
Page 11 and 12: Our brand Our brand is filled with
Page 13 and 14: Building Blocks 13
Page 15 and 16: Be more ® Be more says it all. Be
Page 17 and 18: Be more anywhere Include the ® leg
Page 19 and 20: Magenta Our colors Blue Orange Gree
Page 21 and 22: Our logo Circle Graphic The PBS log
Page 23 and 24: Design Considerations Do not alter,
Page 25 and 26: Talking to consumers It’s importa
Page 27 and 28: 1. Take them places Transport the a
Page 29 and 30: 1. Take them places 2. Consider str
Page 31 and 32: 1. Take them places 2. Consider str
Page 33 and 34: 1. Dive right in Invite the audienc
Page 35 and 36: 1. Dive right in 2. Awaken the audi
Page 37: 1. Dive right in 2. Awaken the audi
Page 41 and 42: Dig deeper PBS Logo Use Guidelines

PBS brand guide - WGBH

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