(You can stop watching the above at the 1:50 mark.)
Just after marking its 50th anniversary of serving Iowans, the “Iowa Public Television” name is going away. According to the December issue of Advance magazine, when the new year starts it will be known as “Iowa PBS.”
Throwing away (at least partially) a half-century of brand equity isn’t being done lightly, and frankly, the change seems both entirely cosmetic and less clear. “PBS” means “Public Broadcasting Service” (not “System”), and somehow the B is supposed to be more encompassing than “Television” — although confusion between IPTV, a public broadcaster serving a small state, and “Internet Protocol Television” (which is a thing) is a valid concern.
But after some research, it appears this change may not be entirely voluntary. The same thing is happening to Wisconsin Public Television. According to the Madison Capital Times, “The change is part of a nationwide rebranding effort by PBS to tie member stations more closely to the national brand and each other.”
In addition, the PBS logo has been very slightly tweaked — the noses are slightly rounded and upturned vs. the exacting lines of the until-now logo — and given a mandatory blue color scheme. (Fast Company noticed this first.) According to an industry publication, there’s also a mandate to keep the PBS lettering with the logo at all times. That would mean all the current IPTV-branded material would run afoul of usage rules anyway and everyone needs new shirts. Yet, despite that, the new wordmark for “Iowa” is not in the same font as “PBS.” (Aack!)
As someone who is wary of nationwide-rebranding schemes of multiple types, I will miss being a Friend of Iowa Public Television. “Friend of Iowa PBS” just doesn’t have the same ring to it.