KAET, Arizona’s award-winning public television station, announces the launch of a new station identity – Eight – providing a more flexible, all encompassing reference to the media outlet’s content.

“The new identity will allow us to better represent all the ways in which we serve the state: our television broadcasts, analog, digital and high-definition; the online components on azpbs.org; the KAET Magazine; and our education and community outreach initiatives,” says General Manager Greg Giczi. “The timing was right, and we were fortunate to be able to utilize the talents of one of the best names in the media branding business, John Ridgway.”

The new logo is comprised of the word eight spelled out with the number 8 replacing the letter “g.” The word channel is eliminated, with the call letters KAET taking a less significant role. Different design variations accommodate specific content areas, such as kids or public affairs programming.

Historically, station call letters and channel numbers were used to direct audiences to a specific location on the TV dial. Both identifiers are becoming obsolete. Cable and satellite systems have made the references less of a recognizable factor. “Our audiences have many ways of accessing our content,” said Giczi. “It is no longer limited to sitting in front of a TV screen.”

Podcasts, RSS feeds (updated content sent to your computer via the Internet), and video online offer access to station content on demand. The station’s education outreach initiatives reach tens of thousands of Arizona students in the classroom – and assist thousands of teachers with professional development on line.

Eight specializes in the education of children, in-depth news and public affairs, lifelong learning, and the celebration of arts and culture — utilizing the power of noncommercial television, the Internet, educational outreach services, and community-based initiatives. More than 80 percent of Arizonans receive the signal through a network of translators, cable and satellite systems. With more than 1.3 million viewers each week, Eight consistently ranks among the most-viewed public television stations per capita in the country.