WUCF Unveils Bold New Brand, Reinforcing Its Mission to Change Lives
Change is here—and it’s for the better.
WUCF, Central Florida’s PBS and public media jazz radio stations, unveiled a bold new brand today that reflects its commitment to inspiring, connecting, and serving our community.
The updated brand, anchored by the mission statement “We Change Lives,” represents WUCF’s unwavering dedication to providing trusted programming, educational resources, and meaningful storytelling that empowers audiences of all ages.
“With this rebrand, we are embracing the future while staying true to the heart of who we are,” said Jennifer Cook, Executive Director of WUCF. “Our new identity is more than just a logo—it’s a reflection of our purpose, our values, and our promise to Central Florida. We are a trusted source of knowledge and a champion of lifelong learning. Together, we change lives.”
A Future-Forward Identity with Community at Its Core
The refreshed WUCF brand is designed to reflect its role as an innovative, community-driven media organization.
The new logo features a raised star, symbolizing both WUCF’s deep connection to the University of Central Florida and its commitment to illuminating pathways for exploration, learning, and discovery.
Other visual features, like its forward-leaning slants in the “W,” represent progress and growth, WUCF’s mission to remain relevant, responsive, and ready to evolve with the needs of the community.
WUCF serves rapidly growing nine-county region of nearly 4 million people, where media consumption has expanded beyond traditional television and radio.
The new brand identity unites WUCF’s multiple platforms—TV, radio, digital, and community engagement—under one cohesive vision, making it easier for audiences to access trusted content when and where they choose.
Enriching Central Florida Through Trusted Public Media
As Central Florida’s only PBS affiliate and home for jazz, WUCF provides free, 24/7 access to award-winning content that spans education, arts, culture, and global storytelling.
Whether delivering high-quality children’s programming, front-row seats to world-class performances, or insightful local stories, WUCF continues to open doors to lifelong learning and enrichment.
This rebrand also reaffirms WUCF’s commitment to serving as a community connector—fostering important conversations, amplifying different voices and partnering with local organizations to address the region’s most pressing needs.
Through fact-based journalism, engaging storytelling and trusted educational resources, WUCF remains a steadfast beacon of knowledge and inspiration with far-reaching impact.
“As we embark on this exciting new chapter, we remain committed to our purpose: to inspire, educate and uplift,” Cook said. “This brand refresh is just the beginning of a renewed promise to our community—to be the trusted voice, the lifelong learning partner and the source of inspiration that Central Florida deserves.”
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About WUCF:
WUCF serves as the region’s trusted source for educational programming, arts, culture and local storytelling. As Central Florida’s only PBS affiliate and home for jazz, WUCF offers free, accessible content that enriches lives, fosters curiosity and strengthens the community. Guided by the mission “We Change Lives,” WUCF is committed to connecting, inspiring, and empowering audiences across all platforms.
To explore WUCF’s impact and programming, visit www.wucf.org.