The children’s programming brand changed its logo as well as unveiled a brighter new visual identity.

The changes “are meant to bolster the PBS KIDS mission by continuing to reflect and reach our audience in a multi-platform environment,” said Sara DeWitt, Senior Vice President & General Manager of PBS KIDS. “Our new logo is fun, welcoming, and bright, and resonates with kids and parents as a new look for the PBS KIDS brand that they love and trust.”

Part of PBS (Public Broadcasting Service) in the United States, PBS Kids first launched in July of 1994 originally as PTV, a programming block that aired on the network during the 90s. It rebranded as PBS Kids on September 6, 1999 as a 24-hour television network. It was initially shut down in 2005 due to poor reception, but was revived in January 16, 2017.

The network’s target audience is children between the ages of 2 to 8. Some of their programs include Mister Rogers’ Neighborhood, Sesame Street, Dragon Tales, and Caillou. Current shows include Arthur, The Cat in the Hat, Clifford the Big Red Dog, Curious George, and more.

Today, it also has a digital broadcast where audiences can watch what’s streaming on the channel on the brand’s official website. It offers a mixture of live action and animated children’s programs to help improve the early literacy, math, and social-emotional skills of young children.