For the first time in two decades, PBS KIDS has refreshed its logo and created new mascot characters in order to be more accessible and inclusive and meet the needs of the modern mediascape.

In collaboration with global creative consultancy Lippincott, the multi-stage rebranding effort was aiming for a more inclusive direction that could be optimized for digital platforms. Starting on July 19, audiences will see a text-centric logo dominated by blue and green coloring and large, bold lettering.

What they won’t see on the logo is longstanding mascot Dash, the grinning kid in black outline. He’s being discontinued as a visual element after audience testing revealed a preference for the Dash-less logo. However, the new brand package includes a host of new PBS kid characters, and will keep existing characters Dot, Dee and Del in the mascot lineup.

“Our goal is to ensure that every child sees themselves reflected in PBS KIDS, so our new brand package visuals include people and places that bring a diversity of culture, race, ethnicity, geography, family structure, varying abilities, body type and more to the PBS KIDS visual world,” says Chris Bishop, senior director of the PBS KIDS in-house Creative & Design division. He explains that the pubcaster  achieved this by creating characters of different races, ethnicities and physical abilities, but also blue, green and purple characters.

PBS KIDS worked with experts, internal stakeholders, member stations and a diverse group of kids and parents to identify which elements of the new look and characters had the greatest value and importance, says Bishop. For the logo, that meant a new color palette and a clear typeface that attracts viewers’ attention, works across devices, and meets modern accessibility guidelines.

The result, according to PBS KIDS SVP and GM Sara DeWitt, is a simple visual signal to busy families looking for safe spaces for screen time.

“We found that the PBS KIDS name was the most powerful part of the logo, signaling fun, safe, educational content for families,” says DeWitt. “Kids gravitated towards the text-focused direction for the logo and appreciated its bright, fun colors, whimsical bold lettering and clear visuals.”

The team plans to closely monitor feedback on the new look, and DeWitt says PBS has deployed a dedicated audience services team to field feedback on the branding package, adding that the teaser drops of the logo and mascots on YouTube have been well received so far.