WQED, Pittsburgh’s PBS station, is set to replace its familiar "three rivers" logo with a modernized design. The new look, first seen on WQED’s social media in November 2024, prominently features the letter "Q" reimagined as a speech bubble. The station's website and TV broadcasts still use the older logo.
WQED Multimedia, the station's owner, has not yet publicly commented on the rebranding. The updated logo uses a bolder sans-serif font for the lettering, contrasting with the previous geometric sans-serif design. The older logo incorporated a stylized "Q" representing three rivers, a nod to Pittsburgh's geography. However, this design suffered from inconsistencies and potential confusion, sometimes appearing as "QWQED."
The new logo offers improved consistency and clarity. The speech bubble "Q" is easily recognizable, while the bolder typography enhances visibility. The station has always centered its branding around the letter "Q," making this design choice logical. Although the pointed tail of the "Q" may seem slightly out of place, it effectively distinguishes the letter within the design.
The rollout of the new logo across all platforms remains unclear. It's also uncertain whether the station's FM radio counterpart, which previously shared the river logo, will adopt the new design. Interestingly, the speech bubble concept could be even more relevant to a radio station as an audio-only medium, visually representing communication. Television, while primarily visual, also relies on audio, and the speech bubble can symbolize the sharing of ideas and information. This visual metaphor has been utilized in other TV logos, including the former HLN design and WCIU in Chicago.
Other prominent PBS stations have also undergone recent rebranding. WGBH in Boston simplified its branding to "GBH" in 2020, while WNET in New York City uses "Thirteen" across platforms, referencing its channel number. The WQED rebranding showcases a modern approach to visual identity within the PBS landscape.