CBS Rebrands to Standout in a Crowded Space





CBS announced today that it is rebranding to create a more simplified experience across all of its divisions and platforms. The changes began this week and will continue to be rolled out leading up to major events including the 2020 election and Super Bowl LV.

With the rebranding, CBS Television Studios will now be called CBS Studios to better reflect the full scope of CBS’ presence in broadcast, cable, and streaming. A statement from the company, shared by President and Chief Marketing Officer Mike Benson today says that the strategy “unifies the CBS brand while differentiating it in an increasingly crowded media landscape.”

“CBS has long been one of the most unifying brands in media, bringing people together from all walks of life. Vibrant, trusted, inviting, inclusive – a connector with heart. We needed to make that clearer and more consistent at every consumer touchpoint,” said Benson. “We are defining every aspect of the CBS brand to make it more meaningful for existing and new consumers, regardless of where they encounter the brand.”

With the updated brand strategy, content on CBS and the company’s platforms will be tagged as a “CBS Original,” “CBS News,” “CBS Sports,” or “CBS Presents.” Content produced by CBS will be labeled “A CBS Studios Production.”

CBS even included audio in the rebranding with a new sound that reflects the “This is CBS” voiceover slogan, creating a new melody and animation that will appear at the top of the hour during primetime programming on CBS.

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