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The second PBS ident was used from 1971 to September 30, 1984. It features cel-animated tricolor letters that assemble onscreen to form the logo, similar to the concepts used for production logos from that era, such as those from MTM Enterprises. his ident was designed by Ernie Smith and Herb Lubalin of the Lubalin Smith Carnase design studio, on assignment from the Lawrence K. Grossman advertising agency, whose creative chief, Ron Aigen, directed the logo search. — See the 1984 redesign.