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New Multiplatform Package Brings PBS Brand to Life in Wide Array of Elements

NEW YORK AND ALEXANDRIA, VA, SEPTEMBER 25, 2009 - PBS, one of the most highly respected brands in media, is unveiling a new multiplatform brand package this fall. In more than 600 elements that include promo opens and closes, lower thirds, video bumps for IDs and support messaging, Web elements, print templates and more, this collection uses live-action footage, contemporary colors and original music to showcase what PBS is all about - that PBS invites people from all walks of life to broaden their horizons, or, to "Be More."

PBS stations will debut the new package in conjunction with the September 27 premiere of Ken Burns's most recent film series, THE NATIONAL PARKS: AMERICA'S BEST IDEA. This immersive documentary takes people not only on a journey to our nation's most beautiful places, but also on a tour through history to meet the people who dedicated their lives to ensuring these places would forever be available for everyone.

The dynamic package expresses the vibrancy of today's PBS, whose content is delivered through a growing number of platforms. From over-the-air television to video streaming and beyond, PBS gives people opportunities they may not otherwise have to explore the worlds of science, nature, history, drama, performance, how-to and more - making this public service media enterprise even more relevant and captivating than ever.

The strategic direction for the new package was developed by PBS' Brand Management team based on comprehensive research about what viewers and supporters value most about PBS. The creative was executed by Soho, New York-based visual innovator Eyeball. Because PBS is more than just broadcast television, the new multiplatform package was built from the ground up to work on screens of all shapes and sizes.

"The new package expresses what people love best about PBS - that our shows invite everyone, from every walk of life, to explore new ideas, discover new worlds and to broaden their horizons, in other words, to be more." says Lesli Rotenberg, Senior Vice President, PBS Brand Management and Promotion.

"It was a challenge to find a way to embody and bring to life what makes PBS unique, yet this new package does just that," said John Ruppenthal, Senior Creative Director for PBS. "We worked closely and collaboratively with Eyeball to create something that is as engaging, rich and memorable as our content itself. Viewers who tune into NATIONAL PARKS on stations that have implemented the package will see an outstanding film and a new look that are perfect examples of what PBS is all about, locally and nationally."

"The new PBS brand package represents the largest, most challenging project in Eyeball's 16-year history," said Limore Shur, founder and Chief Creative Officer, whose entire team worked closely with PBS Brand Management on strategy, creative and music. "PBS wanted an engaging and exciting creative approach to unify key content categories (education, documentary, science, the arts and history) into a single design system that allows member stations to create their own identities using the new elements, creates an iconic presence and pulls the audience into the viewing experience."

The brand package includes more than 630 turn-key on-air, online and print elements, including:

  • Backgrounds, billboards, promo opens/closes, filler, lower thirds;
  • Network IDs and short-form interstitials;
  • Print elements, templates, imagery;
  • Web elements, video bumps for IDs and support messaging;
  • Custom font; and
  • Original music

The creation of the package was led by a dedicated team at PBS, including:

  • Lesli Rotenberg, Senior Vice President, Brand Management and Promotion
  • Judy Braune, Vice President, Brand Management and Promotion
  • Kelly Chmielewski, Strategy Director
  • John Ruppenthal, Senior Creative Director
  • Derrick Chamlee, Creative Director
  • David Wilder, Broadcast Art Director
  • Anne Zangara, Creative Director
  • Jared Traver, Producer

About PBS
PBS, with its 356 member stations, offers all Americans - from every walk of life - the opportunity to explore new ideas and new worlds through television and online content. Each month, PBS reaches more than 124 million people on-air and online, inviting them to experience the worlds of science, history, nature and public affairs; hear diverse viewpoints; and take front row seats to world-class drama and performances. PBS' broad array of programs has been consistently honored by the industry's most coveted award competitions. Teachers of children from pre-K through 12th grade turn to PBS for digital content and services that help bring classroom lessons to life. PBS' premier children's TV programming and Web site,, are parents' and teachers' most trusted partners in inspiring and nurturing curiosity and love of learning in children. More information about PBS is available at one of the leading dot-org Web sites on the Internet.

About Eyeball
Eyeball is a multifarious design company located in New York City. For 16 years, the team at Eyeball has designed and produced compelling strategic communications for corporations, broadcast networks and advertising agencies. Their work ranges from commercial and film direction to branding, experiential and interactive projects. Learn more at




Len Stein, Eyeball, , 914-712-2610
Jan McNamara, PBS, , 703-739-5028