CBS’ iconic eye is getting a facelift. The broadcast giant unveiled new branding on Thursday as it looks to pivot its identity from a traditional broadcaster to a multiplatform brand.
The goal is to unify and differentiate the CBS brand in an increasingly crowded media landscape, on the heels of the launch of the streaming platform Paramount+ from its parent company ViacomCBS.
For years CBS has used variations of its eye logo across its entertainment, news and sports properties, with Mike Benson, president and chief marketing officer, calling it “logo soup.” With the launch of Paramount+, coupled with the sheer amount of content vying for consumers’ attention, Benson says it was the right time to create consistency and clarity across the company.
The iconic eye logo will remain central to CBS’ new branding, but will be deconstructed and animated to create a more modernized feel, Benson says.