CBS has unveils a new brand identity created in collaboration with award-winning production company Sibling Rivalry. Aiming to highlight the content of each individual show in a more cinematic, sophisticated fashion with an identity that functions fluidly across all platforms, Sibling Rivalry designed a system that not only evolves the famed “eye” logo, but elevates the platform to the digital age.
To bring viewer’s attention directly to CBS programming and characters, Sibling transformed the eye into a navigator, as the camera moves laterally to discover a specific character moment that encapsulates the spirit of each show. This motion behavior is translated through ever aspect of the CBS identity.
