National Public Media

In partnership with work x work and Inkling.

National Public Media is the sales and sponsorship subsidiary of NPR, PBS, and WGBH – responsible for ensuring the commercial viability of these iconic creative entities. While NPM has always had a low profile, they are a driving force and a thought leader in the audio industry. When NPM approached our partner agency work x work, it was with one ask: to update the brand and visually define their relationship to the beloved public media institutions they uphold. We were thrilled to be asked to join the team.

The first task was to bring depth and resonance to the the NPM brand mission. We were inspired by the analogous relationship between NPM and NPR as true pioneers in their respective lanes. That then set the stage for visual alignment as well.

Our design partners paired the square geometry of the NPR logo with the existing NPM color way, bringing the two brands into strong visual alignment. Then, they extended the ‘p’ in public, a nuance that reflects the open, inclusive and mission-driven identity of National Public Media.

While borrowing brand equity from NPR, the new identity positions National Public Media as a leader in its own right, setting standards for what media sponsorship can achieve.