• by Wayne Friedman , October 8, 2020

CBS has created a new on-air “brand identity” for the upcoming season across all divisions, including a redesigned logo and key on-air promotional elements.

The branding change will take effect across entertainment, news, sports, studios, TV stations and syndication divisions.

Among other elements, the longtime CBS “eye” will have a more modern, cleaner look.

In one short promo execution, company's stand-alone logo evolves from a blue background animation into its familiar eye and then spells out CBS in blue letters with an five-note audio cue.

In addition, the long time CBS voiceover "This is CBS" -- used for decades for the company’s radio and television broadcasts -- will also have a new life.

CBS is rolling this out across CBS News content leading up to the 2020 election and for the upcoming debut of many fall TV season shows.

It will also be touted on CBS' airing of Super Bowl LV on Sunday, February 7, 2021.

Similar versions are being developed for CBS Television Stations and CBS Television Distribution, the CBS syndication programming TV unit.

For programming on TV and other platforms, the CBS brand name will figure more prominently in on-air promos.

Content on CBS and CBS-owned platforms will be tagged with “CBS Original,” “CBS News,” “CBS Sports” or “CBS Presents.” For example: "CBS Presents The 56th Academy of Country Music Awards."

For one comedy, an on-air execution touts: “CBS Original: The Neighborhood,” before ending with the CBS logo animation with the end line: “Live + On Demand + Streaming.”

TV shows produced by CBS Studios will also include “A CBS Studios Production” and CBS Studios branded marks. In addition, there will be updated avatars and watermarks used across all CBS social media handles.