You’re a public media nerd. More than that, you’re a PBS Nerd. But with such coveted status comes responsibility. Do you really know where Nerd comes from? Have you ever wondered whose idea it was to put those cute, nerdy glasses on the PBS p-head? We do–and it’s time for you to get up to speed!

We got the answer from Mark Harms, the designer of the PBS Nerd logo and the Creative Services Manager at Arizona PBS/KAET.

How long have you worked in public television?
I have done it in two stints; I was with Nebraska Public Television for 11 years before transferring to the private sector for a while. Then I have been back here for 17 years. That puts me at a total of 28 years.

What do you love most about public television?
I think it’s something you can believe in. It’s trust that doesn’t come elsewhere.

Do you have a favorite PBS program?
I like all the how-to shows like This Old House. I am also a fan of Masterpiece Theatre and NewsHour.

What inspired the design of the PBS Nerd logo?
Bob Beard and our marketing director were having a meeting about how to appeal to a younger generation, and Bob went off on this whole dissertation about everyone being a nerd about something. Why not be a nerd for PBS? Then it came back to the traditional image of a nerd. So we decided on the glasses, but it took a lot of adjusting to put the glasses on the PBS head just right.

What were some challenges you encountered in creating the design?
Acceptance. Initially it’s a pretty sacred logo, and there were people here of the age group that the term “nerd” is not endearing. They had a hard time accepting that it was not insulting someone.

How did you bridge the gap between the nerd no one likes and the nerd everyone loves?
I think it’s a generational thing. The people who were anti-nerd made the acceptance that it wasn’t the same nerd that they were thinking of, but it was hard to get PBS to accept the change to the head.

Why do you think this brand appeals so much to young people?
The whole way that Bob did his dissertation on the thought that it’s not something you like; instead you’re a nerd for it. We nerds embraced it.

Were you a nerd before you were a PBS Nerd?
No. I’ve always been into the arts, and everyone in the arts is kind of in their own world.

What are you a PBS Nerd for?
I think PBS in general. It’s under so many attacks from people who have misunderstandings of the cost. I’m a nerd for PBS altogether. I’m standing up for it.

Want to learn more about how you can use PBS Nerd brand for events, swag, or promo materials at your station? Check out the Brand Dos and Don’ts!

Beth Pfohl | Intern, Digital and Core Strategies | Development Services