CBS is launching a refresh of its brand identity, adding audio and visual cues while retaining well-known elements like the CBS Eye logo.
The refreshed logo and cues began rolling out this week ahead of the fall season and will be featured during CBS News’ election coverage and next year’s Super Bowl broadcast. The agency Gretel developed the refresh alongside CBS president and CMO Mike Benson. It includes an animated take on the CBS Eye and a five-note audio cue derived from the “this is CBS” voiceover slogan.
The company is also planning to lean into the CBS brand name to make sure it stands out in a TV and video landscape that is heavily fragmented. To that end, content on CBS and CBS platforms will be branded “CBS Original,” “CBS News,” “CBS Sports” or “CBS Presents.” For example, the CMAs will be referred to as “CBS Presents The 56th Academy of Country Music Awards.”
In addition, the company is rebranding CBS Television Studios as CBS Studios, to reflect the fact that it produces programming for streaming and emerging platforms alongside broadcast and cable TV.