Dade Hayes Finance EditorCBS is rolling out a major revamp and consolidation of its brand identity across its various platforms and divisions in an effort to retain its standing in a rapidly evolving, streaming-obsessed media landscape.The initiative, which got under way before the ViacomCBS merger closed last December, will change logos, promos and marketing materials for shows and business units across the board.
A more unified look will draw on the 91-year-old company’s heritage, preserving its “eye” logo, for example, while adding newer elements.
A five-tone audio signature will be added as an accompaniment to the voiceover, “This is CBS,” along with animation at the top of each programming hour on the main broadcast network.
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