CBS: Unifying
an Iconic Brand

CBS is a global multi-platform media company that creates and distributes some of the most-viewed news, sports and entertainment content in the world. They were looking to unify their brand along with evolving their brand identity. The goal was to develop a brand system that could be flexible enough to work across a number of different sub brands.

The design system ‘Elemental’ was built around their most iconic asset, the CBS eye. We took inspiration from William Golden’s construction of the CBS Eye in 1951 which was created using only circles. Our approach was to push this even further and deconstruct the mark into distinct elements to use as building blocks for our design system. Elemental is a framework that can be adapted for Entertainment, News and Sports. It is the visual thread that connects the diverse content offerings brand-wide. Motion infuses the elements with energy as they extrude, remix and recombine in different ways across the identity.

Studio: Gretel
Collaborators: Greg Hahn, Ryan Moore, Andrew Stubbs Johnston, Matt Delbridge, Cyrus Cumming, Adam Lowe, Johannes Geier, Donovan Brien, Claire Banks, Daniel Edmundson, Kasia Galla, Nathan Frisch and Sam Chung.
Sonic Identity: Antfood