PBS has updated its brand identity and logo for the first time in 10 years, as it tries to appeal to digital viewers and celebrates its 50th anniversary next year.

The redesign, by Lippincott, is described by the broadcaster as an "evolution" of its symbol, reflective of the diverse perspective PBS offers through its content. The new mark is not glaringly different from its predecessor and still features the icon of overlapping heads next to the initials "PBS." In the new version however, the letters “PBS” are rendered in a custom type that's sans serif, compared to the previous serif font. PBS describes it as "more modern, prominent,and designed to be highly legible as it migrates across platforms." It also features a new, more vibrant signature blue color, known as "PBS Blue," which it says is designed to convey "a sense of trust and integrity."

“We built the new visual identity to be flexible and modern for a brand that sits at the center of both broadcast and digital media, providing memorable visual brand cues that highlight PBS programming and local and national communities, who all share a love of PBS,” said Connie Birdsall, global creative director at Lippincott in a statement.