CBS Network Rebrand
CBS is a global multi-platform media company spanning virtually every form of entertainment. Because of their wide reach and array of offerings, consistency and brand voice are key elements in linking their products together. Our objective was to unify the CBS brand top-to-bottom—content, business units and products—while evolving the brand identity to feel fresh, relevant and meaningful to a wide range of viewers.
Studio: Gretel
Client: CBS
Role: Design
Execute Creative Director: Ryan Moore
Associate Creative Director: Matt Delbridge
Motion Director: Andrew Stubbs Johnston
Strategy Director: Daniel Edmundson
Design: Andy Keating, Donovan Brien
Motion: Cyrus Cumming, Johannes Geier
Strategy: Galla Barrett, Nathan Frisch
Production: Claire Banks, Sam Chung
Copywriting: William Rauscher
Deconstructing the eye
By deconstructing CBS’ iconic eye, we were able to create a visual language that pushed the brand forward while still remaining identifiable with its rich history. These new elements also informed our layout and motion behaviors.
Sub-brands
The visual language was tweaked and fitted across all sub-brands in order to cater to their specific needs while still laddering back up to the universal visual language of CBS.
