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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.
As part of the new brand identity, which started rolling out on-air this week, president and CMO Mike Benson is connecting all the brands across CBS—including its entertainment, news, sports and studio units—with a single logo and typeface to create a “consistent framework” across the company, he told Adweek.