CBS Sets First-Ever Companywide Brand Refresh to ‘Become Relevant to Today’

Streamlined overhaul features return of ‘This is CBS’ slogan, now as a five-note mnemonic

The refresh keeps the iconic CBS Eye logo front and center, while breaking apart the elements that make it up in a “modern and fresh” way, said CMO Mike Benson. CBS

CBS is implementing its first companywide brand refresh ever, as it looks to embrace the changing media landscape—and appeal to younger viewers—while also paying tribute to visual and audio elements from its 91-year history.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.