New Work: P.O.V.

Different standardized “O” patterns create flexibility within the identity.

Paula Scher and Julia Hoffmann have designed a new graphic identity for P.O.V., the award-winning documentary film series on PBS. The launch of the new identity is timed to the program’s twentieth anniversary season that begins on June 19.

First aired in 1988, P.O.V. (cinematic shorthand for “point of view”) is American television’s first, and longest running, independent documentary series. During its two decades on the air, P.O.V. has broadcast documentaries by such notable filmmakers as: Albert and David Maysles (Salesman); Frederick Wiseman (High School); Michael Apted (49 Up); Ross McElwee (Bright Leaves); Errol Morris (Gates of Heaven); George Hickenlooper (Hearts of Darkness); Michael Moore (Roger and Me) and Mel Stuart (Wattstax).

Scher has redesigned the P.O.V. logotype in the typeface Gotham, and to distinguish the various applications, has created nine different standardized patterns to be encapsulated within the letter “O.” “P.O.V. is about individual points of view,” says Scher. “Changing the O’s allows the identity to customize itself.” The patterns within the O’s were designed to change to reflect a film’s content: a playful spiral for a film about children, or an ornamental pattern for a historical documentary. In motion graphics, posters and advertising print campaigns, the O’s are filled with stills from specific films in the series.

The “O” can be customized with film stills.

“The new look and flexibility in the design reflects our commitment to diverse perspectives and our belief in the power of independent nonfiction film in everyday life,” says P.O.V.’s Vice President Cynthia Lopez. “Our brand holds a unique place in the media landscape, and the creative yet practical execution articulated by Paula Scher and her team at Pentagram is bold and powerful.”

A variation of the logotype was also created specifically for P.O.V.’s twentieth anniversary. Two graphic elements—“POV” and “20”—have been organized horizontally in the proportions of a theater screen (2.39:1) and a television screen (1.85:1).

Twentieth anniversary identity designed specifically for this season.

Scher also designed stationery, a viewer’s guide, a print advertising campaign and other collateral for P.O.V. The new identity will be promoted by the program’s first-ever partnership with New York City’s MTA with ads appearing citywide on buses and in the subway. Eventually, the identity will also be applied to P.O.V.’s website.

Stationery and collateral material.

Poster and viewer’s guide.

MTA campaign.

Scher also designed a new identity for American Documentary, the non-profit multimedia company that produces the series.