CBS Unveils New Brand Identity Across All Divisions and Platforms

With ViacomCBS readying the reboot of SVOD platform CBS All Access to Paramount+ in 2021, CBS Oct. 8 unveiled a new brand identity aimed at simplifying the look and feel of all its divisions across platforms.

In an announcement by chief marketing officer Mike Benson, the updated brand identity for entertainment programming debuted on the CBS Network this week in advance of the upcoming fall TV show season. Viewers can expect to see it rolled out across CBS News leading up to the 2020 election and for CBS Sports for Super Bowl LV on Feb. 7, 2021.

Similar iterations are being developed for CBS Television Stations and CBS Television Distribution. For example, CBS Television Studios has been renamed CBS Studios.

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The branding is designed to create stronger “continuity and clarity” from the core CBS brand to subsidiaries, while driving attribution for CBS’s content, whether on the brand’s traditional platforms or others such as live, on-demand or streaming video.

“CBS has long been one of the most unifying brands in media,” Benson said. “We needed to make that clearer and more consistent at every consumer touchpoint.”

Benson, who worked with ad agency Gretel on the rebranding, said the improvements draw upon CBS’s 91-year history, with key visual and audio elements from the past integrated into the new aesthetic. The ubiquitous CBS Eye logo remains central to the new identity in a unique animated way. The voiceover “This is CBS,” which was used for decades on the company’s radio and television broadcasts beginning nearly a century ago, is another example of legacy elements playing a strong role moving forward.

New elements of the CBS brand strategy include:

  • The iconic CBS Eye will be used across the brand identity in a flexible style that elevates it as a standalone logo and leans into the shapes and elements that make it up.
  • Brand attribution will be applied to programming and promotion that drives better connection between the CBS core brand, its sub-brands and our premium content available across CBS-owned and third-party platforms.
  • Content on CBS and CBS-owned platforms will be tagged with “CBS Original,” “CBS News,” “CBS Sports” or “CBS Presents” to reinforce its role as a leading creator and content provider for its platforms and many others. For example: “CBS Presents The 56th Academy of Country Music Awards.”
  • Content produced by CBS Studios will also include “A CBS Studios Production” and CBS Studios branded marks.
  • An audio expression of the updated brand identity comes to life in a five-note mnemonic written by assigning musical notes to the historic “This is CBS” voiceover slogan, creating a new melody and animation that will appear at the top of the hour during primetime programming on CBS.
  • Unified logos and graphics that simplify and closely identify CBS as the core brand across divisions.
  • Updated avatars and watermarks to be used across all CBS social media handles.