PBS with Bogdan Geana

Retooling an American institution is no easy task — just ask
Bogdan Geana, partner at Lippincott. On the heels of a milestone
50th anniversary, Public Broadcasting Service tapped the
Lippincott team to create a refreshing evolution for the PBS
identity, from brand voice to ensuring its signature blue didn’t
come off as politically biased. To top it off, the updated look
had to appeal to all 300-plus network affiliates across the
nation. No sweat, right? We go behind the scenes and dig into the
heavy lifting that went into this iconic Change of Brand.

To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.

Produced by Matchstic (matchstic.com / @matchstic), hosted by
Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by
Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela
Henman, and artwork by Rachel Jackson.