WABE Rebrand 2022

WABE brings Public Broadcasting Atlanta's radio station, WABE 90.1, and its TV channel, ATL PBA, together under one name. Two brands inside a corporate wrapper, and a mark that borrowed from NPR and read as radio rather than Atlanta, left it needing one name people would actually want to wear. Matchstic's 2022 identity keeps the call letters, retires PBA and commits fully to the city, celebrating its character for everyone from recent arrivals to lifelong locals.