CORPORATE IDENTITY STANDARDS

2WHAT ARE CORPORATE IDENTITY STANDARDS?

An organizations logo is the single most important component of its identity. In order tomaintain a strong united brand across multiple entities, it is important to adhere tostandards. A corporate standards guide establishes the basis as to how a logo should andshould not be used. In doing so, the integrity of the corporate brand and vision aresimultaneously protected and promoted.

This WQED corporate identity guide informs and instructs employees, vendors and/orcustomers on how specific guidelines are to be applied for the entire organization.Consequently, the logo will continue to gain brand recognition and strength.

There is only ONE corporate logomark for the entire organization and it is a vertical mark.There are no horizontal adaptions.

If you have any questions regarding this quide or usage of the WQED brand and logomark,please contact one of the following members in the Marketing Department of WQED.

Rosemary Martinelli 412.622.6433Paula Zetter 412.622.1482Morgan Kelly 412.622.1361

Deborah L. AcklinExecutive Vice President and General Manager

3WQED LOGO WITH TAG LINE - local useThis is the standard corporate WQED logo in gradient and solid color versions. Use thisversion for all local printed materials and productions. Digital versions are provided uponrequest. Use only the logo provided. Never attempt to re-create the logo or any of itselements, including the spacing.

SOLID COLORGRADIENT COLOR

WQED LOGO - local use

SOLID COLORGRADIENT COLOR

4WQED PITTSBURGH LOGO WITH TAG LINE - national useThis is the standard corporate WQED Pittsburgh logo in gradient and solid color versions. Usethis logo for all national printed materials and productions. Digital versions are provided uponrequest. Use only the logo provided. Never attempt to re-create the logo or any of its elements,including the spacing.

SOLID COLORGRADIENT COLOR

WQED PITTSBURGH LOGO - national use

SOLID COLORGRADIENT COLOR

5COLOR

Q4 COLOR PROCESSCOLOR BUILD47.06% cyan13.73% magenta7.06 yellow0% black

SPOT COLOR ONCOATED PAPERPMS 292

WQED4 COLOR PROCESSCOLOR BUILD100% cyan92.55% magenta6.27 yellow1.18% black

SPOT COLOR ONCOATED PAPERPMS 2728

PITTSBURGH andCHANGES LIVESBlack

6ONE COLORWhen using color for printed material is not an option, the entire logo may be printed in allblack or all white. No other exceptions can be made with regard to color. Never use agrayscale version of the gradient logo.

NATIONAL USELOCAL USE

7RELATIVE PLACEMENT AND SIZE

A space equal to .25 must be maintained between the logo and other text or graphicelements.

ACCEPTABLE

The WQED logoshould never beused smaller than1 in vertical height.

Ild roeldkjr kskegois an lig lskjrissscurlekjr. Aon kilwkssdiueli sknv quidlaliuqpd sjkg is tliesunx. Iism lisnkdilnwut sliul soi wluiskd soqupzl. Andkdkn ruile fije filiusbilsj eiuc eoild. Isndkno quicl kaiu rusise orreki soiresciuls ruic doie. Elsie iu slien idusl buidizzrislpo supql iutle. Int sliu rilcn sline ciliue.Ilion slkj giod dslkdk quie doife. Vile dills.

1

Ild roeldkjr kskegoi san lig lskjri curlekjr.Aon sdiueli sknvaliuqpd sjkg is tliesunx. Iism lisnk dilnswut sliul soi soqupzl.Andk dkn ruile fijefilius bilsj eiuc eoild.Isn dkno quicl kaiurusi se orreki soiciuls ruic doie. Elsie iu slien idusl buidrislpo supql iutle. Int sliu rilcn slineciliue. Ili slkj giod dslkdk quie doife. Viledil quiu qilsi-tslue. Olsuew skjli zoielk.

UNACCEPTABLE

8POWERPOINT PRESENTATIONS Slide shows on behalf of WQED require the corporate brand. Prepared slide templates invertical and horizontal formats are available on the WQED Intranet and should be used for allpresentations. These include a full color title slide and additional pages with the logo placedlower-right. Please use a simple bullet point format. The Marketing Department is available toassist in development of Powerpoint presentations.

CORPORATE STATIONERY PACKAGE - full colorTop sheet Second sheet with Q shadowMailing label Business card#10 envelope Q notecards with envelope

Leadership SocietyProducers CircleBusiness PartnersClubs(FOR DEVELOPMENT & MEMBERSHIP DEPT. ONLY)

CORPORATE STATIONERY PACKAGE - black & whiteTop sheetSecond sheet with Q shadowMailing label#9 return envelope#10 envelope#10 window envelope 10 x 13 envelopeCD labelVideo spine label

Please do not run any text or signatures into the Q shadow.

Second sheet should be used for formal proposals, cover sheets and places where the topsheet would be inappropiate.

9USE OF WQED IN TEXT The official title(s) are as follows:

LEGALLY REGISTERED CORPORATE NAME WQED Multimedia Pittsburgh

Note: This is the registered name of the corporation and there is no logo to represent it. Pleaseuse this name in type when providing copyright listings in publications such as Pittsburghmagazine, QED Cooks cookbooks, on web pages, and at the end of television productions.

ORGANIZATIONAL CORPORATE NAME WQED Pittsburgh

In writing, the full title must be used initially, and then can be followed by the simpler referencesuch as WQED.Example: WQED Pittsburgh was the original home of Mister Rogers Neighborhood. Today, WQED is 54 years old.

OFFICIAL TITLE(S) OF THE AFFILIATE COMPANIES AND CONTENT AREASSHOULD BE CONSISTENTLY WRITTEN AS: WQED-TV WQED-DTWQED-HDWQED: The Neighborhood ChannelWQEX-TVWQED-FM 89.3WQEJ-FM 89.7Pittsburgh magazineWQED Interactive or wqed.orgThe WQED Education DepartmentOnQOff QBlack HorizonsQED CooksThe WQED Morning Show (on first reference, The QED Morning Show in subsequent references)

At no time should the article the be used in any titles, except where noted.

10

USE OF WQED IN TEXT (continued)

WQED MISSION STATEMENTWQED Pittsburgh creates, produces and distributes quality programs, products and services toengage, inform, educate and entertain the public within its community and around the world.

WQED BOILERPLATEWQED Pittsburgh, honored with the 2007 and 2006 Mid-Atlantic Emmy Award for StationExcellence and 12 other Emmy Awards, was founded in 1954 as the nations first community-supported broadcaster. WQED creates, produces and distributes quality programs, productsand services to engage, inform, educate and entertain the public within its community andaround the world. WQED Pittsburgh is one of the first broadcasters in the country to be fullyhigh-definition (HD) in its studio and field production capabilities. It is the parent company ofWQED-TV (PBS); WQED-DT; WQED-HD; WQED: The Neighborhood Channel; WQEX-TV (A ShopNBC affiliate); WQED-FM 89.3/Pittsburgh; WQEJ-FM 89.7/Johnstown; a publishing division thatincludes PITTSBURGH magazine; local and national television and radio productions; WQEDInteractive (www.wqed.org); and The WQED Education Department.

NOTE: Changes in the boilerplate will be adjusted each fiscal year by the Marketing Department.