CBS Unveils Newly Evolved Brand Identity Across All Divisions and Platforms
October 08 2020 - 11:05AM
Business Wire
Campaign Unifies CBS Branding Across
Entertainment, News, Sports, Studios, Stations and
Syndication
Updated Sight, Sound and Messaging Positions
CBS for All the Ways Viewers Consume Its Content Live, On Demand
and Streaming
CBS Television Studios to Be Rebranded CBS
Studios
CBS has unveiled a new brand identity that evolves, simplifies
and elevates the look and feel of all its divisions across
platforms while creatively featuring iconic elements of the brand’s
rich history, it was announced today by President and Chief
Marketing Officer Mike Benson.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20201008005740/en/
The updated brand identity for entertainment programming debuted
on the Network this week in advance of the upcoming fall season.
Viewers can expect to see it rolled out across CBS News leading up
to the 2020 election and for CBS Sports by the Network’s broadcast
of Super Bowl LV on Sunday, Feb. 7, 2021. Similar iterations are
being developed for CBS Television Stations and CBS Television
Distribution.
The strategy and execution, developed by Benson and his team
with agency Gretel, unifies the CBS brand while differentiating it
in an increasingly crowded media landscape. It is designed to
create stronger continuity and clarity from the core brand to the
subsidiary brands while driving attribution for CBS’ content,
whether on the brand’s platforms or others – live, on demand or
streaming.
“CBS has long been one of the most unifying brands in media,
bringing people together from all walks of life. Vibrant, trusted,
inviting, inclusive – a connector with heart. We needed to make
that clearer and more consistent at every consumer touchpoint,”
said Benson. “We are defining every aspect of the CBS brand to make
it more meaningful for existing and new consumers, regardless of
where they encounter the brand.”
The brand identity draws upon CBS’ 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 in the Company’s radio and television
broadcasts beginning nearly a century ago, is another example of
memorable legacy elements playing a strong role moving forward.
In addition, to reflect its role as a prominent content creator
for all platforms more accurately, CBS Television Studios, one of
the industry’s leading suppliers of programming with more than 70
series currently in production across broadcast and cable networks,
streaming services and other emerging platforms, has been renamed
CBS Studios.
New elements of the CBS brand strategy and its evolved look,
feel and sound:
- 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 – separating and rejoining
in unity via lively animation. Click here to view.
- 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. Click here to view.
- 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.
About CBS Entertainment Group:
The CBS Entertainment Group, a subsidiary of ViacomCBS led by
President and Chief Executive Officer George Cheeks, creates and
distributes industry-leading content across a variety of platforms
to audiences around the world. The Company has businesses with
origins that date back to the dawn of the broadcasting age as well
as new ventures that operate on the leading edge of media. It
includes some of the industry’s most successful and popular brands
and businesses: CBS Television Network, CBS News, CBS Sports, CBS
Studios, CBS Television Distribution and CBS Television
Stations.
VIAC-IR
View source
version on businesswire.com: https://www.businesswire.com/news/home/20201008005740/en/
Press Contact: Rick McCabe, CBS Entertainment Group 914-525-0899
rick.mccabe@cbs.com
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