GPB Unveils 2030 Strategic Plan and Rebrand, Emphasizing New Efforts to Uplift Every Georgia Community

Welcome to a new year! 

Today, as we mark the beginning of 2025, GPB is debuting a new visual identity, sonic logo and other branding updates across our 20 radio and nine television channels throughout the state. The rebrand coincides with the release of GPB’s strategic plan “Uniting & Uplifting Georgia: A Roadmap to 2030.”

As our President & CEO Bert Wesley Huffman explained in the new January edition of our donor guide NEXT, which features an overview of the new strategic plan and rebrand process, to build on GPB’s legacy of serving Georgians and make sure it’s available for generations to come, we felt it was time to look forward to the next five years and formulate a plan to steward this incredible resource.

During the past year, members of the GPB staff, executive leadership team and board members, along with external stakeholders, participated in an intentional planning process to figure out how we can be of the best service to our communities across the state. 

Along with the development of a strategic plan, GPB also refined our mission, vision and values using language that truly captures what we do. 

In an announcement made today by GPB about the release of the strategic plan and launch of the new brand, Huffman further explained what this means for the organization. 

“GPB is Georgia’s station—a place for every Georgian and every Georgia story. GPB is committed to evolving alongside the modern media landscape, while staying true to our roots as a trusted public service provider. Our towers broadcast vital information, whether it’s an educational program that inspires you or an emergency alert that keeps you and your family safe.” 

These excerpts from features in our January issue of NEXT explain more about GPB’s new vision, mission and values and the meaning behind our new logo.  

GPB’s Refined Vision, Mission and Values

GPB is much more than a media company that wants to entertain audiences who consume our content. We want to help people engage in their communities by providing information and resources that deepen their understanding of the issues and stories that impact their everyday life. 

With all the changes that have taken place in Georgia and the world in general, we felt that it was important to realign our mission, vision and values by using language that communicates how we contribute to the overall well-being of Georgians in diverse, meaningful ways. 

VISION - To unite and uplift Georgia.

MISSION - GPB works as a team to create diverse programming that enriches Georgians of all ages.

VALUES - These core principles and beliefs guide the work of GPB. Combined, they form the mnemonic device of CIVIC, which reminds us of the important service we provide to communities across the state.

GPB’s New “Bright Connections” Logo Was Designed with Georgians in Mind

Connected. Inclusive. Vibrant.

We believe these three words describe our work as we serve Georgians from all walks of life across the state with different needs.

We wanted a logo that captures that and is representative of the people who support and engage with GPB, whether they are:

• Families who want safe content for their children with PBS KIDS programs like Daniel Tiger’s Neighborhood, Wild Kratts or Alma’s Way.
• High school boosters who want to see their teams and rivals compete with programming like Football Fridays in Georgia.
• Voters in towns who want the facts on key issues offered through our reporting on our daily news podcast Georgia Today or our coverage of the annual Georgia legislative session on Lawmakers.
• Cultural aficionados who relish wholesome, intelligent content like dramas from MASTERPIECE or historical documentaries from respected subject experts like Ken Burns and Dr. Henry Louis Gates, Jr.

The design elements are intended to illustrate that GPB is about intersections and community. Intersections in the logo icon represent the points on a map and our connectivity throughout the state. 

We also wanted to represent inclusiveness through the logo colors and chose colors that speak to the qualities and attributes we believe GPB embodies. 

You can read more about GPB's new strategic plan at gpb.org/strategic. Stay tuned for more information coming up about GPB’s plans for the new year as we mark our 65th anniversary May 23.