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STLPR Has A New Look And Sound

Logo with animated colorful audio bars
St. Louis Public Radio's new logo with animated bars to reflect the dynamic nature of audio.

Today, you may have noticed some exciting changes here at St. Louis Public Radio (STLPR), from our on-air station intros to the look of our website, newsletters, and social media profiles. So why a new brand?

In recent years, we’ve evolved from St. Louis’ public radio station to a more dynamic, modern media organization with regional news coverage, a growing website audience, award-winning podcasts, music channels, and conversation-driven social media. As we continue to innovate to reach more people across our region, we needed a cohesive story and visual brand that would grow with us.

logo retrospective
STLPR and KWMU logos since 2002. Our name remains "St. Louis Public Radio" but we go by "STLPR" on second reference. The call letters "KWMU" represent just one of our stations, 90.7 FM in St. Louis. We are also 88.5 KMST, Rolla, and 90.3 WQUB, Quincy.

“Since 1972, STLPR has connected with generations of audiences through stories that matter here in our region,” said Tom Livingston, Interim General Manager at STLPR. “Our new brand represents how we are doing that in an increasingly digital world. From live broadcasts to our many online and on-demand platforms, we’ve created a more connected experience that spans from St. Louis to the Metro East, Quincy, Rolla, and beyond.”

Our community needs local journalism that listens as intently as it informs, that uplifts voices, and builds a more engaged, empathetic, and empowered society. For audiences across our region, Understanding Starts Here — with the news, programs, and podcasts they rely on from St. Louis Public Radio.

This week, you will begin to see and hear the new brand on your favorite platforms. Our identity embraces the organization we are today: credible, insightful, energetic, and so much more than your local public radio station. On-air and online, we’ve leaned into STLPR—a short, platform-agnostic take on the full St. Louis Public Radio name (and a much shorter URL).

The logo itself is dynamic, with an audio waveform designed to ebb and flow in context with spoken or written words, from names on business cards to the content of a story.

As an organization with deep roots in radio, we were eager to integrate our new identity into live broadcasts and on-demand productions. Our new audio logo blends instruments into an optimistic four-note mnemonic that is uniquely STLPR, but also right at home alongside the Morning Edition theme.

We worked with TOKY, a brand consultancy headquartered in St. Louis, to elevate the STLPR brand and the ways in which it fosters dialogue across communities. The process factored in the voices of our audiences, staff, and supporters, providing direction for memorable language and visuals that highlight STLPR's public service and our ongoing commitment to inform and inspire.

We look forward to a future where we can continue to engage audiences in crucial conversations, reflect the voices of our community, and deliver the accuracy and understanding our region deserves.

Stay tuned for an online shop with newly branded STLPR merchandise.

Send questions and comments about this story to feedback@stlpublicradio.org.