WOUB's new logo
Something may seem a little different about WOUB Public Media. After a year-long review of the brand, the station has unveiled its new logo this week across all its web, radio and television properties. The new logo was created using community feedback to strengthen the station’s connection to the region it serves. It was designed by Ohio University School of Visual Communication Professor Julie M. Elman in conjunction with E.W. Scripps School of Journalism faculty and strategic communication experts Chuck Borghese and Craig Davis.
The extensive branding process, led by Borghese and Davis, included interviews with community members in the WOUB service area as well as those who have supported the organization over the years.
“Going through this brand identity process helped us understand how individuals relate to WOUB and learn why they use and chose to support our services - whether radio, television or digital,” said Mark Brewer, general manager at WOUB. “Much of the community feedback was very positive, and some let us know areas that we needed to improve on.”
For the logo, Elman said she selected hues she felt were reflective of the region served by the station, as well as WOUB’s brand identity. Blue is intended to evoke authenticity; green, a sense of empathy, and gold, confidence.
“When crafting the new logo, I thought a lot about clarity and impact,” said Elman, who wanted to make the station’s call letters stand out loud and clear. She decided on the bold Bureau Eagle typeface for its easy to read quality – something it maintains even when scaled down for use on social media platforms and email signatures. “To me, this typeface felt modern-looking and clean, yet also maintained a sense of tradition.”
In many instances, the new logo will be paired with WOUB’s new slogan: Trust. Worthy.
“Most of the comments we received centered around these words,” said Brewer. “People trust PBS Kids on television for their children, they trust the local news and information that comes from the WOUB newsroom, and they trust the PBS and NPR content we broadcast every day. That trust is what makes us Worthy of community support.”
The thoughtful rebranding campaign represents WOUB’s continuing dedication to fulfilling its vision statement of providing excellence in programming and services to meet the ascertained needs of its various audiences as the station moves into the future. For more information, contact Cheri Russo, Community Engagement Manager, at email@example.com.