During the spring of 2017 a new management team recognized the enormous value KVCR provided for the region and identified an opportunity to further extend the mission, vision, and engagement potential of public media.

As the first PBS station in southern California, there’s been a great educational legacy at KVCR, but there was a need to reimagine this mission in the digital age. With viewership in an area larger than 25 states, we needed to convey a sense of strength, expansiveness and innovation.

Our new slogan was born: Bold. Diverse. Forward.

Bold. The courage to be honest and objective in a polarized media environment.

Diverse. Profoundly reflecting the variety of viewpoints and lifestyles in our region.

Forward. Honoring the past at KVCR with a vision towards creating an inspirational path to the future

The original score, new logo and original programming encapsulated the vision. Our theme music mirrors the cultural, historical and geographical layers of southern California. Our logo illustrates the commitment to serving the two counties in our viewership area that make up the Inland Empire. The original programs were created to serve our existing audience and attract new viewers.

The “Bold. Diverse. Forward” promo campaign premiered on air, web and social media starting Monday, December 11, 2017.