CBS: Difference between revisions

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{{DescriptionsIncomplete}}
{{Infobox company
 
| name = CBS Broadcasting Inc.
===1st ID (August 2, 1946-October 19, 1951)===
| image = CBS logo (2020).svg
 
| formerly = {{Unbulleted list|United Independent Broadcasters, Inc. (1927–1928)<br>Columbia Phonographic Broadcasting System (1928)<br>Columbia Broadcasting System, Inc. (1928–1974)<br>CBS, Inc. (1974–1997)}}
{{Gallery
| founded = September 18, 1927 ({{age|1927|9|18}} years ago)
| align=center
| founder = {{w|Arthur Judson}}<br>{{w|William S. Paley}}
| mode=packed
| parent = {{w|CBS Entertainment Group}}
| height=200
| country = [[:Category:United States|United States]]
| width=
| website = https://www.cbs.com
|CBS (1950-02-02).png|
|CBS (1950-03-12).png|
}}
===Background===
{{YouTube|id=eo654pT9Fm4|id2=lZamatRsreQ|id3=0PrOz7X7OQ|id4=2RCDGzAreM8|id5=EmoQW8H8Jkw|id6=rRgIalTjj-g}}
'''CBS''' is an American commercial broadcast television and radio network. The name was originally an abbreviation for Columbia Broadcasting System, its former legal name used from 1928 to 1974. CBS is also sometimes referred to as the Eye Network, in reference to the company's trademark symbol, in use since 1951.
 
'''ID:''' The blocky letters "'''CBS'''" are illuminated by a spotlight against a dark background.
 
'''Variant:''' A version with an overlay featuring some farm plants and a house exists. There are also different variants, where they are farther or closer to the text.
 
'''Technique:''' None.
 
'''Music/Sounds:''' None or the ending theme of the show, which may be coupled with an announcer saying, "This is CBS, the Columbia Broadcasting System." or "This is the CBS Television Network."
 
'''Availability:''' This is long extinct on TV. It may be found on kinescope recordings of period CBS programming or archives of it on home media. The variant was featured on an episode of "Inside USA" from November 24, 1949, and was likely used because it aired during the Fall of 1949. It's unknown if this version appears has different seasons or appearances. Preserved on Fremantle's kinescope of the February 2, 1950 premiere of ''What's My Line?''
 
===2nd ID (October 20, 1951-1960?)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS 1951 ID A.png|
}}
{{YouTube|id=AtAG0nyeMgE|id2=_JIW4oQXsO0|id3=1b5t9-8IwHk|id4=YGK2e6drTxU}}
 
'''ID:''' The familiar CBS "Eyemark" is presented against a cloudy sky. Inside the center of the eye are the words "'''CBS''' TELEVISION NETWORK", with "'''CBS'''" in a tall font.
 
'''Variants:'''
*Sometimes, the clouds in the background move from left to right.
*Usually, the logo is completely still.
*On rare occasions, a shutter may open up in the center to reveal the text, like the other ID CBS used at the time.
*There is a sepia-toned variant.
 
'''Technique:''' Camera-controlled animation.
 
'''Music/Sounds:''' Either silence or the ending theme of the program. However, most of the time, it is accompanied by an announcer, either identifying CBS ("This is the CBS Television Network") or giving information on upcoming programming (e.g. "Stay tuned for Toast of the Town on the CBS Television Network"). Sometimes someone will tell you to "Keep your eye on this eye"
 
'''Availability:''' Extinct. As this was mainly used as an ID, it's unlikely to see this on prints distributed by CBS. However, it is possible to find it on prints that are either not distributed or owned by CBS. Some examples include a public domain VHS of The Jack Benny Show and some mid-2000's DVDs of ''The George Burns and Gracie Allen Show''. Currently, the latest known use of this logo is on a 1960 episode of ''GE College Bowl''.
 
'''Legacy:''' This is the earliest known CBS ID with the "Eyemark".
 
===3rd ID (Late 1950s)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|7ry_v3RFlpNwQ455gTZHXQ57891.jpeg|
}}
{{YouTube|id=v_5E2co0v3w}}
 
'''ID:''' In a white background, we see a {{color|blue}} CBS eyemark with a ring of {{color|red}} and {{color|blue}} circles inside. In the ring, there's a "sun-like" shape with the following text in the middle:
 
<center>{{Font|Impact|CBS<br>TELEVISION}}</center>
 
'''Technique:''' None.
 
'''Music/Sounds:''' An announcer saying "This is the CBS Television Network."
 
'''Availability:''' Extinct.
 
===4th ID (1950s-1960s)===
 
{{Gallery
| align=center
| mode=packed
| height=300
| width=
|2f21b9f6a46e6b31ee313a0b94902e3c.png|
|OcCjN5qb3zIDpWzAZXvpaA19016.jpeg|
}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Unknown {{AvailabilityExamples}}
 
===5th ID (September 12, 1965-Early 1970s)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS 'In Color' (1965) 1.png|
|CBS "In Color" ID (B).png|
|CBS "In Color" ID (A).png|
}}
{{Youtube|id=3Go4-mnxnUI}}
 
'''ID:''' On a black background, we see a "{{Font|Serif|'''C'''}}" dropping from the bottom of the screen. Then a "{{Font|Serif|'''B'''}}" drops from the top of the screen, and then an "{{Font|Serif|'''S'''}}" drops from the top of the screen. All the letters form "{{Font|Serif|'''CBS'''}}" in its corporate font, and are all white. Afterwards, a {{color|gold|gold}} CBS eye logo goes through "CBS", changing the letters from white to {{color|green}} for "{{color|green|{{Font|Serif|'''C'''}}}}", {{color|blue}} for "{{color|blue|{{Font|Serif|'''B'''}}}}", and {{color|red}} for "{{color|red|{{Font|Serif|'''S'''}}}}", before stopping next to them.
 
'''Trivia:''' According to a July 8, 1965 CBS memo, development of this open was spearheaded by George Bristol, CBS's Director of Advertising and Sales Promotion.
 
'''Variants:'''
*Some B&W copies of this logo exist, due to B&W kinescopes still being in common use at the time.
*An abridged version used on ''The Price Is Right'' from 1997-2000 exists. The second note at the beginning gets cut off before it fades out, and the announcer (Hal Simms) talks over the warbling synth and fanfare instead of having silence while speaking.
 
'''Technique:''' Motion-controlled animation.
 
'''Music/Sounds:''' A three-note synth tune by Eric Siday (who also played the Screen Gems "S From Hell" music) as the letters drop, followed by synth warbling as the CBS eye spins through the letters, and finally a three-note fanfare. An announcer will say, "CBS presents this program in color!". This announcer is usually attributed to Hal Simms, but sometimes is done by a different announcer (which usually appears on live programs, rather than prerecorded ones)
 
'''Availability:''' Rare to find regularly, as most new airings of older shows with this are cut off as these were mostly only used during broadcasting on CBS itself. This was seen on programs from this era when CBS started going into color broadcasting regularly. This logo can be found on ''Hogan's Heroes'' and ''The Carol Burnett Show'' on DVD. Due to how iconic this logo is to CBS, this logo has made special reappearances from time to time. This made a short comeback during episodes of ''The Price is Right'' and ''Kids Say the Darndest Things'' during their original airings from 1997-2000. Since 2016, this has also been seen on special colorized airings of ''The Dick Van Dyke'' Show during December on CBS. This appears at the beginning of episodes of ''The Carol Burnett Show'' and ''The Red Skelton Show'' on Amazon Prime Video.
 
===6th ID (Late 1960s)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|DruexYgWQHV6IV2hlxRQvg58310.jpeg|
}}
{{YouTube|id=D1YV9qKIkGw|id2=YP_YvTKpdGY}}
 
 
'''ID:''' In a {{color|blue}} background, the CBS eye mark is seen, along with a {{color|#FFD900|yellow}} "{{color|#FFD900|CBS}}" in the middle.
 
'''Technique:''' None.
 
'''Music/Sounds:''' An announcer saying "This is CBS.".
 
'''Availability:''' Extinct on TV.
 
===7th ID (We've Got It All Together) (1970-1971)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|ZYCJByj9nyTd3qxPogZgeA53440.jpeg|
}}
{{YouTube|id=QNLj03ztywQ}}
 
'''ID:''' In a black background,we see a white CBS eye. In the middle, we see a red "CBS" in a stylish font.
 
'''Technique:''' None.
 
'''Music/Sounds:''' Likely an announcer saying "This is CBS."
 
'''Availability:''' Extinct on TV.
 
===8th ID (Where the Good Times Are) (1971-1972)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS ID (1971).webp|
|CBS ID (2) (1971).webp|
}}
{{YouTube|id=w6n2xbq1NKs}}
 
'''ID''': In a black background, we see a {{color|green|dark green}} CBS eye. In the middle, we see a white "CBS".
 
'''Technique:''' None.
 
'''Music/Sounds:''' An announcer (Harry Kramer) saying "This is CBS."
 
'''Availability:''' Extinct on TV.
 
===9th ID (Have We Got a Fall for You) (1972-1973)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Cbs1972_a.jpg|
}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Unknown. {{AvailabilityExamples}}
 
===10th ID (1972-1980)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS_ID_(1976).jpeg|
|CBS_ID_(1974).png|
|Cbs1975red.png|
|CBS_ID_1972.png|
}}
{{YouTube|id=zS-8Y1iLO30|id2=P7xnb5_91LY|id3=x-F-IlxafJE}}
 
'''ID:''' Just a still of the CBS eye (in {{color|lightgreen|green}}, {{color|dodgerblue|blue}}, {{color|orange}}, or {{color|red}}) with "'''CBS'''" in the middle of it.
 
'''Variant:''' An animated version exists, where in a black background, we see an outline of the CBS eye in {{color|blue}}. A flash of lightning strikes on the logo, then the whole eye slowly turns {{color|blue}}. The letters "CBS" appear in white.
 
'''Technique:''' None.
 
'''Music/Sounds:''' The announcer saying, "This is CBS."
 
'''Music/Sounds Variants:'''
*The announcer might vary, but they say the same thing.
*The animated variant has a catastrophic theme's ending playing, we hear a thunderclap and an announcer saying " *insert show* is next on CBS."
 
'''Availability:''' Extinct on TV, however later uses of this logo could be a little more common due to home media kicking off to the consumer crowd.
 
===11th ID (The Best Is Right Here) (1973-1974)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Screenshot_2021-07-05_at_11.04.10_AM.png|
}}
{{YouTube|id=L8JVUhCi2s4|id2=ocqLoHOxW0k}}
 
'''ID:''' In a black background, we see the CBS Eyemark in {{color|red}} and a white circle bouncing to the theme. The circle bounces on the last three notes of the music left to right, revealing the letters "'''CBS'''" in white.
 
'''Variant:''' A different version was used, where in a black background, we see the white circle revealing the letters "{{color|dodgerblue|'''CBS'''}}" in {{color|dodgerblue|blue}}. There is no eyemark in this variant.
 
'''Technique:''' Cel animation by Edstan Studio.
 
'''Music/Sounds:''' The end of the promo.
 
'''Availability:''' Extinct on TV.
 
===12th ID (See the Best... CBS) (1974-1975)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|7u67u766u7u67u7u76u67.webp|
}}
{{YouTube|id=Vp_oqWZbEnQ}}
 
'''ID:''' Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' An announcer says "This is CBS."
 
'''Availability:''' Extinct on TV.
 
===13th ID (Catch the Brightest Stars) (1975-1976)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS ID (1975).webp|
|CBS ID (2) (1975).webp|
}}
{{YouTube|id=dPV4cot0OOo|id2=bUPFIJS31_c}}
 
'''ID:''' On a black background, we see a white CBS eyemark, with the letters "{{color|orange|{{Font|Courier|'''CBS'''}}}}" in {{color|orange}} in the middle.
 
'''Variants:'''
*The color of the text might vary.
*An animated variant exists, where in a starry background, the text "'''CATCH THE BRIGHTEST STARS'''" in a white glowing font zooms away from a distance then stops. The other letters disappear except "'''C B S'''". They come together, making the starry background disappear. When the letters "'''CBS'''" have formed, a bright glow appears for a second then fades out, revealing the eyemark.
 
'''Technique:''' None for the regular variant. For the "CATCH THE BRIGHTEST STARS" variant, backlit animation by Edstan Studio.
 
'''Music/Sounds:''' An announcer says "This is CBS."
 
'''Music/Sounds Variants:'''
*The announcer may say: ".. on CBS."
*The "CATCH THE BRIGHTEST STARS" variant has a loud flute that goes away when the letters merge. We hear an announcer that says "Try and reach the Seven Central on CBS!". We also hear windy sounds when the letters "CBS" merge.
*The second animated variant has a sparky sound accompanied with an announcer saying "Tomorrow, starting at 9 at central on CBS."
 
'''Availability:''' Extinct on TV.
 
===14th ID (The Hot Ones) (1976-1977)===
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Cbs1976.jpg|
}}
{{YouTube|id=AXLQ8dNtyAY}}
 
'''ID:''' On a black background, we see a spark drawing the circle of the CBS eye. As the spark has drawn 1/4 of the circle, another line is drawing up, drawing the eye. When the line that draws the eyes has drawn 3/4 of the eye, a smaller circle is drawn, representing the pupil. The eye is now finished, but the lines go a second lap. The letters "CBS" suddenly spark up from nowhere.
 
'''Technique:''' 2D animation by Edstan Studio.
 
'''Music/Sounds:''' A sparky sound accompanied with an announcer saying "Tomorrow, starting at 9/8 central on CBS."
 
'''Availability:''' Extinct.
 
===15th ID (There's Something in the Air) (1977-1978)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS_ID_1972.png|
|CBS_ID_(1976).jpeg|
|CBS_ID_(1974).png|
}}
{{YouTube|id=DkuLi7Bkd-4|id2=UCpu3JLJirQ|id3=sYti_zHXeww}}
 
'''ID:''' Unknown.
 
'''Technique:''' None.
 
'''Music/Sounds:''' The announcer says: "This is CBS."
 
'''Availability:''' Extinct.
 
===16th ID (Turn Us On, We'll Turn You On) (1978-1979)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Turn us On" ID (1978).webp|
|CBS "Turn us On" ID (2) (1978).webp|
|CBS ID (1978).webp|
}}
{{YouTube|id=tEn0E1nv8L8|id2=icCahczzBFM}}
 
'''ID:''' On a pink/blue gradient background, The CBS logo comes to a dot clock. We zoom in to the television on the left of the dot clock.
 
'''Technique:''' CGI by Triple-I (Information International Inc.) on a Foonly F1 supercomputer with TRANEW software.
 
'''Music/Sounds:''' The campaign's song "Turn Us On" by an unknown composer.
 
'''Availability:''' Extinct.
 
===17th ID (Looking Good) (1979-1980)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Looking Good" ID (1979).webp|
|Cbs1979.jpg|
}}
{{YouTube|id=mKt97NdP8AU}}
 
'''ID''': On a {{color|blue}} gradient background, we see the CBS eyemark outlined in {{color|gold}}. In the middle, we can see "{{color|gold|'''CBS'''}}" in {{color|gold}} in the middle of the eye.
 
'''Technique:''' Camera controlled animation designed by Jane Simpson at Triplane Film + Video, Inc. in Los Angeles, CA, and animated by Tony Valdez at Lumeni Productions, Inc. in Glendale, CA on an Oxberry Animation Stand.
 
'''Music/Sounds:''' The campaign's song "Looking Good", composed by Karen Snow and recorded at a studio in New York, NY.
 
'''Availability:''' Extinct.
 
===18th ID (Looking Good Together) (1980-1981)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Looking Good Together" ID (1980).webp|
|Cbs1980.jpg|
|Cbs-1981-ident1.jpg|
}}
{{YouTube|id=KmUAS-J0bNE|id2=x1ZhpWJqCBk}}
 
'''ID''': Just like before, only the gold colors aren't as shiny and "CBS" is in a different font.
 
'''Technique:''' None.
 
'''Music/Sounds:''' Same as before.
 
'''Availability:''' Same as before.
 
===19th ID (Reach for the Stars) (1981-1982)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Reach for the Stars" ID (1981).jpeg|
|34r45t54t45g5tg5eg55tgv5g4trf45t4.png|
|QuickTime_Plogog_-_Copyef.jpg|
|CBS_Eye_(Cue_Heavenly_Chorus).png|
}}
{{YouTube|id=cWYyuXP6vCc|id2=ki2fb4-W4wk}}
 
'''ID:''' In a {{color|blue}}-black gradient background, we see the CBS eyemark with a {{color|dodgerblue|blue}} outline, along with a white "'''CBS'''" in the middle.
 
'''Variant:''' In a {{color|red}}-black gradient background, we see a {{color|silver|silver}} ring with the text "{{color|silver|{{Font|Times New Roman|'''REACH FOR THE STARS'''}}}}" on it and a stylized USA flag inside it. After a few seconds, a few flares fly up from the bottom of the screen, transforming the ring into the CBS eyemark in {{color|blue}}.
 
'''Technique:''' None for the regular variant. The "REACH FOR THE STARS" variant has live action and motion-controlled animation. Designed by Jay Teitzell, John LePrevost, and Lewis Hall, Animated by Dream Quest Images, and produced by Sheryl Gold.
 
'''Music/Sounds:''' In the regular variant, an announcer says "This is CBS.".
 
'''Music/Sounds Variant:''' The "REACH FOR THE STARS" variant has the end of the promo's theme composed and performed by an unknown jingle writer.
 
'''Availability:''' Extinct on current TV, older TV broadcasts or recordings from the early 1980s are likely to have this logo.
 
===20th ID (Great Moments) (1982-1983)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Great Moments" ID (1982).webp|
|5t4t45t4t54t45t45t4fr4ftgt4rtgtg44rt.webp|
}}
{{YouTube|id=OVm0y0mjC0o}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' The campaign's song "Great Moments", composed by Jake Holmes.
 
'''Availability:''' Unknown. {{AvailabilityExamples}}
 
===21st ID (We've Got the Touch) (1983-1984)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|3mjty20xS2t5HWATMg7nxA49740.jpeg|
|CBS ID (1983).webp|
}}
{{YouTube|id=Vvw8dkyuD7E|id2=D-Y_eOtYvFM|id3=06mmFoKheNc}}
 
'''ID:''' There are two variants, both of which have different footage of people doing everyday things. Then, it ends with five bands waving, in the following colors: {{color|#FFD900|yellow}}, {{color|blue}}, {{color|red}}, {{color|blue}}, and {{color|#FFD900|yellow}}. Then, the text "{{color|goldenrod|'''WE'VE GOT THE TOUCH'''}}" and the CBS eye, both in {{color|goldenrod|bronze}}, zoom out and shine.
 
'''Technique:''' Live-action and CGI.
 
'''Music/Sounds:''' The campaign's song "We've Got the Touch", sung by Richie Havens.
 
'''Availability:''' Extinct.
 
===22nd ID (We've Got the Touch) (1984-1985)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "We've Got the Touch" ID (1984).webp|
|9hEoC22dKVw3vkhIKeBIVQ5858.jpeg|
}}
{{YouTube|id=r5f9i8asyTM|id2=SPnZeuzlXYI}}
 
'''ID''': On a {{color|blue}} background, we see a {{color|#FFD900|yellow}} outline of the Eyemark with "{{Font|Times New Roman|'''CBS'''}}" in its familiar font in the center, in white.
 
'''Technique:''' None.
 
'''Music/Sounds:''' An announcer says "This is CBS".
 
'''Availability:''' Extinct.
 
===23rd ID (We've Got the Touch) (1985-1986)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "We've Got the Touch" ID (1985).jpeg|
|CBS 1985-1986 ID A.png|
}}
{{YouTube|id=EDzmEfKqW6I|id2=dCc7krUglFk}}
 
'''ID:''' Same as before but the background is now solid blue with lines running horizontally.
 
'''Variants:''' Unknown
 
'''Technique:''' CGI by Omnibus Computer Graphics on a Foonly F1 and DEC VAX-11/780 using Wavefront software.
 
'''Music/Sounds:''' Just an announcer saying "This is CBS".
 
'''Availability:''' Extinct on TV. By this point, VCRs and other forms of recording media became popular with the consumer market. Due to this, this logo as well as the ones after it is more common to find if you know where to look.
 
===24th ID (Share the Spirit) (1986-1987)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Share the Spirit" ID (1986).webp|
|CBS "Share the Spirit" ID (2) (1986).webp|
|CBS ID (1986).jpeg|
}}
{{YouTube|id=HVnF3oa2hUc|id2=zihJOKUETLs|id3=KjMCsVCv5TA|id4=eQPnbnqPgpE}}
 
'''ID''': Unknown
 
'''Technique:''' CGI designed by Sheryl Gold and animated by Cranston/Csuri Productions using a VAX-11/750 and an early Sun SPARC computer.
 
'''Music/Sounds:''' The campaign's song "Share the Spirit".
 
'''Availability:''' Exitnct.
 
===25th ID (CBSPIRIT) (1987-August 1988)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|File:WPWndq78sl1k0_N0Ym4qCg37115.jpeg|
}}
{{YouTube|id=wlU9xA57iwY|id2=3JxqBHhPYfM}}
 
'''ID''': Unknown
 
'''Technique:''' CGI by [[Pacific Data Images]] on a Ridge32 supercomputer.
 
'''Music/Sounds:''' The campaign's song "CBSpirit Oh Yes" by an unknown composer.
 
'''Availability:''' Extinct.
 
===26th ID (Television You Can Feel) (August 1988-November 16, 1989)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS 1988-1989 ID A.png|
}}
{{YouTube|id=lAhPA5kapJQ|id2=MVQZU4PAdQE}}
 
'''ID:''' On a black background, we see a {{color|royalblue|metallic blue}} Eyemark with "{{Font|Times New Roman|'''CBS'''}}" in its pupil. The Eyemark shines.
 
'''Technique:''' CGI.
 
'''Music/Sounds:''' As with all CBS logos, an announcer says "This is CBS."
 
'''Availability:''' Same as the previous logos and the next few.
 
===27th ID (Get Ready) (November 17, 1989-1990)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Get Ready" ID (1989).webp|
|CBS_Ident_(1989).jpeg|
|CBS 1989-1990 ID A.png|
}}
{{YouTube|id=HOdLJxkXjVo|id2=CLqGqApDf98|id3=ddnw3b8UckI}}
 
'''ID:''' We see a {{color|gray}} and {{color|hotpink|pink}}-tinted rendition of the CBS Eye with "{{color|silver|{{Font|Times New Roman|'''CBS'''}}}}" in a tall, thick serif font on a {{color|blue}} gradient background. Streaks of light pass by on the background as the logo shines.
 
'''Technique:''' CGI.
 
'''Music/Sounds:''' An announcer saying "This is CBS," as usual.
 
'''Availability:''' Extinct outside of period off-air recordings.
 
===28th ID (Get Ready, The Look of America is CBS) (1990-1992)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "Get Ready" ID (1990).webp|
|CBS "The Look of America" ID (1991).webp|
|SchyRATWv1fsfQvkkiOPvQ31920.jpeg|
}}
{{YouTube|id=x0OVpY-ALQs|id2=iltCckNKKF4|id3=R5rVEAUAy9U}}
 
'''ID''': On a white background, we see the Eyemark in front of rotating cyan/yellow/purple shapes. A yellow streak wipes in "C B S".
 
'''Technique:''' 2D computer animation.
 
'''Music/Sounds:''' Same as before.
 
'''Availability:''' Same as before.
 
===29th ID (This is CBS, It's All Right Here) (1992-1995)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS National ID (1992).png|
|P1zt7lQ2NcDhFoe3D_F8Ww15637.jpeg|
}}
{{YouTube|id=MGx_4Vg85o8|id2=Ukro_7sl76Q|id3=Kx8JjbiBa38|id4=NVX7JP5hZ0A}}
 
'''ID:''' A {{color|violet|lavender}} CBS eye zooms out, from an extreme close up and at an angle, over a black background filled with colorful Aurora lights. It gets a comfortable distance away from the screen, and a {{color|gray}} "{{color|gray|C B S}}" in Helvetica Neue appears below. A lens flare brightens everything up, turning the CBS eye {{color|deepskyblue|sky blue}} and the text white.
 
'''Variants:'''
* On the night of August 30, 1993, this ID played as normal, except David Letterman did the V/O spiel. Dave faded in midway through the animation and shrugged. Dave fades out by the end of the ID.
* A special variant aired in November 1994 to promote the miniseries ''Scarlett''. The Eyemark is now colored gold, and "SCARLETT" flies over the logo.
 
'''Trivia:''' A picture of this logo is seen in Scott Pelley's office on the CBS Evening News.
 
'''Technique:''' CGI from Pittard Sullivan.
 
'''Music/Sounds:''' A four-note jingle, with a delay between the first two notes (which is filled with what sounds like a harp), followed by twinkling sounds (the network usually cut away by this point) This is coupled with an announcer (there were two different ones) saying "This is CBS.". The four-note jingle has since served as the network's musical logo, akin to the NBC chimes.
 
'''Availability:''' Extinct on TV.
 
===30th ID (I am...CBS People) (1994-1995)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|QfdLR8f2TMQvcKPuAp-P_w39172.jpeg|
}}
{{YouTube|id=FThoe8NdNpE}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===31st ID (WJZ-TV's 1995 switchover variant) (January 2, 1995)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS1995_x.jpg|
}}
{{YouTube|id=NonqfKGdLLE}}
 
'''ID:''' On a black background, the CBS eye swirls towards the viewer. When it gets a moderate distance away, it stops, and "{{color|silver|'''CBS'''}}" (fashioned like the network ID of the era) wipes in below.
 
'''Technique:''' CGI.
 
'''Music/Sounds:''' A rising note (like in the [[Nelson Entertainment]] logo), followed by a "ding". It's also the same jingle heard in the early '90s [[WPBT/South Florida PBS|WPBT]] logo.
 
'''Availability:''' Its only known appearance was in the early hours of January 2, 1995, used to denote that Baltimore's WJZ-TV had switched to CBS.
 
===32nd ID (You're on CBS) (1995-1996)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "You're On" ID (1995).webp|
|CBS ID (1995).webp|
|Cbs1995_c.jpg|
|CBS ID (2) (1995).webp|
|CBS ID (3) (1995).webp|
|CBS ID (4) (1995).webp|
|CBS ID (5) (1995).webp|
}}
{{YouTube|id=TcOdVCu9daQ|id2=w2SPz6uSJxA}}
 
'''ID''': Unknown
 
'''Technique:''' Live-action and CGI.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===33rd ID (Welcome Home) (1996-1998)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS ID (1996).webp|
|CBS ID (2) (1996).jpeg|
|NmtYc3d4cW9Co1K1cZ7_iQ16798.jpeg|
|CBS ID (3) (1996).jpeg|
|CBS ID (4) (1996).jpeg|
|CBS ID (5) (1996).jpeg|
}}
{{YouTube|id=W6WIQPLiyPg|id2=aJzoIP2kakI|id3=SryyvJ0IzE0}}
 
'''ID:''' On a white background, we see a black CBS eyemark logo. It turns {{color|#FFD900|yellow}} as the text "{{Font|Serif|'''CBS'''}}" in a Didot font zooms out letter-by-letter on the eye before fading out, which each letter appearing next to it. After "{{Font|Serif|'''S'''}}" disappears, "{{Font|Serif|'''Welcome home.'''}}" appears below.
 
'''Trivia:''' This slogan was also used by Australia's Nine Network from 27 September, 2009 to 23 December, 2017.
 
'''Technique:''' 2D computer animation from Pittard Sullivan.
 
'''Music/Sounds:''' A jazzy rendition of the CBS jingle, with an announcer saying "CBS. Welcome home."
 
'''Availability:''' Extinct on TV.
 
===34th ID (The Address is CBS, Welcome Home) (1998-1999)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|TsxmAFQBIsvGQP1LyDcDtw22603.jpeg|
|CBS ID (1998).webp|
}}
{{YouTube|id=WuTIeq2E6u0|id2=Dgx9-04mVIA|id3=mXdfLz0yFYQ}}
 
'''ID:''' There are two variants:
* Variant 1: Unknown.
* Variant 2: Over a {{color|blue}} background with several lines and curves, we see numerous glass CBS eyes swirling towards the center. Then, the CBS eye appears in the center before flashing. Then, the text "welcome home" appears below.
 
'''Technique:''' 2D animation.
 
'''Music/Sounds:''' A majestic fanfare, with an announcer (Don LaFontaine) saying "The address is CBS. Welcome home."
 
'''Availability:''' Extinct.
 
===35th ID (The Address is CBS) (1999-2000)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS "The Address is CBS" ID (1999).webp|
|9dNjnN0G0T0fbz7uSmvhDA14065.jpeg|
}}
{{YouTube|id=fk1txgdSVGQ|id2=-2C1sgnGR0s|id3=1ZduLwvBNsg}}
 
'''ID''': Unknown
 
'''Technique:''' CGI by REZN8.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===36th ID (It's All Here) (2000-2001)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS National ID (2001).jpeg|
|6JetbrmQD4IMYPzuw0xmVQ11612.jpeg|
}}
{{YouTube|id=LxLt2qcBRHc|id2=pVd97zviPT4|id3=hgjexe_KD-w}}
 
'''ID''': Unknown
 
'''Technique:''' CGI by REZN8.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===37th ID (It's All Here) (2001-2002)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|VK0Kv_S4CpeoLzXIsstO5A20352.jpeg|
}}
{{YouTube|id=JWLJOmtE1FE}}
 
'''ID''': Unknown
 
'''Technique:''' CGI by REZN8.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===38th ID (It's All Here) (2002-2003)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|DR-DxA_U2IfqJmXgH3LIwA27093.jpeg|
}}
{{YouTube|id=6d_MWIvG1Ow}}
 
'''ID''': Unknown
 
'''Technique:''' CGI by REZN8.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===39th ID (It's All Here) (2003-2004)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CKtaLEzrR5ovZ5McwpOUvw25123.jpeg|
}}
{{YouTube|id=fPk-mPIoEas}}
 
'''ID''': Unknown
 
'''Technique:''' CGI by REZN8.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===40th ID (It's All Here) (2004-2005)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Cbs2004.JPG.jpg|
}}
{{YouTube|id=hRDQKogh97o}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinxt.
 
===41st ID (Everybody's Watching CBS) (2005-2006)===
[[File:Cbs2005.JPG.jpg|center|350px]]
 
{{YouTube|id=VleukqfcCto|id2=uqPBaMK4b9U}}
 
'''ID''': On a dark orange or light blue background, we see the distorted lines that say "Everybody's Watching" as it reveals the rotating CBS eyemark, then shifts to the CBS wordmark. Then, the wordmark zooms in from the "S" in "CBS" and it reveals mini CBS eyeballs forming a distorted line on the very bottom, with the words "Everybody's Watching" on the top, the signature CBS eye in the middle, and it's wordmark on the bottom of the eye.
 
'''Technique:''' CGI by REZN8.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===42nd ID (We Are CBS) (2006-2007)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|IBC_13_First.jpg|
}}
{{YouTube|id=cb4DyWJ1kGQ}}
 
'''ID''': Unknown
 
'''Technique:''' CGI by Troika Design Group.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===43rd ID (We Are CBS) (2007-2008)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Cab4e317f2a942b699f097be76096dc1.png|
|HYlM8Q1OJClx1nOVOazUsw29466.jpeg|
}}
{{YouTube|id=JdEZUXRUlfw|id2=AEiQ2D2cPaM}}
 
'''ID''': On an orange background that changes to an orange-purple gradient, or a sky blue background, we see several lines of light come together to form the CBS logo, with "CBS" in a custom font used until 2009. The Eyemark pulsates rays of light to the tune of the 3-note CBS jingle.
 
'''Technique:''' CGI by REZN8.
 
'''Music/Sounds:''' A different rock rendition of the CBS jingle, with Don LaFontaine saying "You're watching CBS."
 
'''Availability:''' Extinct. Was most often seen at the start of the KOL Secret Slumber Party and Kewlopolis blocks.
 
===44th ID (Only CBS) (2008-2009)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|8b4b5081f2bcdc240d0908c6e7c1dc26.png|
}}
{{YouTube|id=oEer16QZwPY}}
 
'''ID''': Unknown
 
'''Technique:''' CGI.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===45th ID (Only CBS) (2009-2010)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Cbs2009.jpg|
}}
{{YouTube|id=oEer16QZwPY}}
 
'''ID''': Unknown
 
'''Technique:''' CGI.
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===46th ID (Only CBS) (2010-2011)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS2010.JPG.jpg|
}}
{{YouTube|id=SSpRPZPQBIQ}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===47th ID (Only CBS) (2011-2012)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Cbs2011.jpg|
}}{{YouTube|id=OsPdKBkAwZ4|id2=X495j0AgH6M}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===48th ID (Only CBS) (2012-2013)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Onlycbs2012d.png|
}}{{YouTube|id=M2Hn17xZRe8}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===49th ID (Only CBS) (2013-2014)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|CBS2010s_3.png|
}}{{YouTube|id=NC-hCtoMQy4}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===50th ID (Only CBS) (2014-2015)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Cbs2010s_3_e.png|
}}
{{YouTube|id=-RaGhnmEurA}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
===51st ID (Only CBS) (2015-2016)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|youtube-screenshot-cbsondemand2.jpeg|
|youtube-screenshot-cbsondemand.jpeg|}}
{{YouTube|id=PwtY9ceJd0M|id2=xYCbQAtTaPk}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
 
===52nd ID (Only CBS) (2016-2018)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|3tt45t45t45ty6543t64t5y65t6yy6545.webp|
}}
{{YouTube|id=sRrwAEcXddc}}
 
'''ID''': Unknown
 
'''Technique:''' Unknown
 
'''Music/Sounds:''' Unknown
 
'''Availability:''' Extinct.
 
=== 53rd ID (2018-2020)===
<gallery mode="packed" heights="200">
CBS (2018) (Credit - Steven Walsh).png
</gallery>
{{YouTube|id=FhvUeQQpxQw|id2=gK5iugxA2yA}}
 
'''ID:''' On a white background, we see the CBS Eyemark shining, and then cutting to smaller view as the "CBS" text zooms into place.
 
'''Variant:''' In 2019, pictures of incidents were seen.
 
'''Technique:''' 2D computer animation by Sibling Rivalry.
 
'''Music/Sounds:''' A piano tune with an orchestral piece in the key of B-flat major, before transgressing into D major, ending with a calm version of the three-note CBS jingle. A man's voice says that you're watching CBS.
 
'''Music/Sounds Variants:''' In 2019, the man tells you what you're watching with more energy.
 
'''Availability:''' It was seen before the start of programming on CBS until 2020.
 
 
 
=== 54th ID (This is CBS) (2020-)===
[[File:CBS_2020_Rebrand.png|center|350px]]
{{YouTube|id=eeWaudPQOdY|id2=NxiiMAQfvZI|id3=xjeonqCnKIw}}
{{Vimeo|id=477357595|title1=CBS "Sonic Branding"}}
 
'''ID:''' On a {{color|darkblue|dark blue}} background, we see two {{color|#0080FF|blue}} circles overlap each other with an outlined circle, also in {{color|#0080FF|blue}}, zooming towards the center, form an eye. The three circles zoom in as the CBS Eyemark logo, also in {{color|#0080FF|blue}}, zooms out. The eye moves to the left, and then the letters "{{color|#0080FF|'''CBS'''}}" appear, in sync with the last three notes of the "This is CBS" jingle by Antfood.
 
'''Variants:'''
*Five-second, six-second and three-second versions of this ID exist.
*On the three-second short version, the animation of the overlapping circles is sped-up. This is seen on programming that starts after the first program in that night's lineup ends.
*On the reveal, the letters that are in sync with the jingle are slower.
*The app version starts when the Eyemark zooms out. This can be viewed in portrait and landscape views.
*At the end of CBS' "This is Together" promo during Super Bowl LV, the tagline "LIVE + ON DEMAND + STREAMING" appear one at a time alongside with the letters in sync with the last three notes of the jingle. This also applies to some promos (with audio variants in some shows; with the tagline removed in late 2022 to put room for the "Streaming on [[Paramount+]]" plug).
*The On Demand version shows parts of the deformed Eyemark after the ID, in which shows the disclaimer "WHILE WATCHING THE SHOW, FAST FORWARD AND OTHER FUNCTIONS MAY NOT BE AVAILABLE.", just like in previous CBS On Demand versions.
*A 30fps version exists on Antfood's Vimeo page.
 
'''Technique:''' 2D computer animation, designed by Gretel.
 
'''Music/Sounds:''' A new, modern arrangement of the five-note "This is CBS" jingle, with reverse reverb applied to the beginning. Composed by Antfood.
 
'''Music/Sounds Trivia:''' According to Antfood's case study, their goal was to unify the CBS brand by creating a five-note melody based on the classic "This is CBS" voiceover. They used CBS manufactured instruments, including a Rhodes piano and Fender guitars. This can be seen [https://vimeo.com/566808738 here].
 
'''Music/Sounds Variants:'''
*On the three-second short version, there is less reverb at the beginning.
*On the six-second version, the reverse reverb as slightly different and the last note has an echo.
*On the reveal, the jingle is slower.
*It is silent in the app variant.
 
'''Availability:''' Seen before the start of programming on CBS and as a pre-roll on streaming and on demand prints of CBS shows.
 
== Unused Ident ==
 
===(1972)===
 
{{Gallery
| align=center
| mode=packed
| height=200
| width=
|Unused_CBS_Ident_(1972).png|
}}
{{YouTube|id=Ah-jtmCz368}}
 
'''ID:''' On a {{color|deepskyblue|blue}} background, we see a bunch of lines moving. They morph into a circle, and the letters "CBS" in black zoom in.
 
'''Technique:''' Scanimate by Computer Animation Industries.
 
'''Music/Sounds:''' A pleasant twelve-note guitar theme, with a UFO sound that ascends when the letters "CBS" zoom in, then a synthesized chime.
 
<tabbertransclude>
'''Availability:''' This logo was never used. It was found on a demo reel for [[Computer Animation Industries]].
CBS/pre-1983|Pre-1983
CBS/1983-2007|1983-2007
CBS/2007-present|2007-
CBS/Unused|Unused
CBS/Station Idents|Station Idents
</tabbertransclude>
 
{{StationIDs-Navbox}}{{Navbox-ViacomCBS}}
 
[[Category:Television identificationsidents]]
[[Category:American television identificationsidents]]
[[Category:Regional television identificationsidents]]
[[Category:United States]]
[[Category:Paramount Global]]
Line 1,163 ⟶ 60:
[[Category:Logos made by Cranston/Csuri Productions]]
[[Category:Logos made by Information International, Inc.]]
[[Category:Logos with music by Eric Siday]]
[[Category:Logos with music by Antfood]]
[[Category:Logos made by REZN8]]
[[Category:Logos with celebrities]]
[[Category:English-language logos]]

Latest revision as of 03:37, 26 September 2024


Background

CBS is an American commercial broadcast television and radio network. The name was originally an abbreviation for Columbia Broadcasting System, its former legal name used from 1928 to 1974. CBS is also sometimes referred to as the Eye Network, in reference to the company's trademark symbol, in use since 1951.












Edit section

1st Ident (August 2, 1946-October 19, 1951)


Visuals: The blocky letters "CBS" are illuminated by a spotlight against a dark background.

Variant: A version with an overlay featuring some farm plants and a house exists. There are also different variants, where they are farther or closer to the text.

Technique: A still, printed image.

Audio: None or the ending theme of the show, which may be coupled with an announcer saying, "This is CBS, the Columbia Broadcasting System." or "This is the CBS Television Network."

Availability: It may be found on kinescope recordings of period CBS programming or archives of it on home media. The variant was featured on an episode of "Inside USA" from November 24, 1949, and was likely used because it aired during the Fall of 1949. It's unknown if this version appears has different seasons or appearances. Preserved on Fremantle's kinescope of the February 2, 1950 premiere of What's My Line?

2nd Ident (October 20, 1951-1960?)


Visuals: The familiar CBS "Eyemark" is presented against a cloudy sky. Inside the center of the eye are the words "CBS TELEVISION NETWORK", with "CBS" in a tall font.

Variants:

  • Sometimes, the clouds in the background move from left to right.
  • Usually, the logo is completely still.
  • On rare occasions, a shutter may open up in the center to reveal the text, like the other ID CBS used at the time.
  • There is a sepia-toned variant.

Technique: Camera-controlled animation.

Audio: Either silence or the ending theme of the program. However, most of the time, it is accompanied by an announcer, either identifying CBS ("This is the CBS Television Network") or giving information on upcoming programming (e.g. "Stay tuned for Toast of the Town on the CBS Television Network"). Sometimes, someone will tell the viewer to "Keep your eye on this eye."

Availability: As this was mainly used as an ident, it's unlikely to see this on prints distributed by CBS. However, it is possible to find it on prints that are either not distributed or owned by CBS. Some examples include a public domain VHS of The Jack Benny Show and some mid-2000's DVDs of The George Burns and Gracie Allen Show. Currently, the latest known use of this logo is on a 1960 episode of GE College Bowl.

Legacy: This is the earliest known CBS ident with the "Eyemark".

3rd Ident (1954-Late 1950s)


Visuals: On a white background is a blue CBS eyemark with a ring of red and blue circles inside. In the ring, there's a "sun-like" shape with the following text in the middle:

CBS
TELEVISION

Technique: A still, printed image.

Variant: One early variant is tinted pink.

Audio: An announcer saying "This is the CBS Television Network."

Availability: The pink tinted variant can be found on A Visit to CBS Color Television, a 1954 internal film about the network's early color experiments.

4th Ident (1950s-1960s)

Visuals: The following words appear on a psychedelic background:

CBS
TELEVISION
NETWORK

Technique: A still, printed image.

Audio: Likely an announcer saying "This is the CBS Television Network."

5th Ident (Late 1960s)


Visuals: On a blue background, the CBS eye mark is seen, along with a yellow "CBS" in the middle.

Technique: A still, printed image.

Audio: An announcer saying "This is CBS."

6th Ident (We've Got It All Together) (1970-1971)


Visuals: On a black background is a white CBS eye. In the middle is a red "CBS" in a stylish font.

Technique: A still, printed image.

Audio: An announcer saying "This is CBS."

7th Ident (Where the Good Times Are) (1971-1972)


Visuals: On a black background is a dark green or dark blue CBS eye. In the middle is a white "CBS".

Technique: A still, printed image.

Audio: An announcer (Harry Kramer) saying "This is CBS."

8th Ident (Have We Got a Fall for You) (1972-1973)

Visuals: Essentially just a cream-outline of the CBS eye with "CBS" in the middle on a black background.

Technique: A still, printed image.

Audio: Likely an announcer saying "This is CBS."

9th Ident (1972-1980)


Visuals: Essentially just a still of the CBS eye (in green, blue, orange, or red) with "CBS" in the middle of it.

Variant: An animated version exists, where on a black background, there is an outline of the CBS eye in blue. A flash of lightning strikes on the logo, then the whole eye slowly turns blue. The letters "CBS" appear in white.

Technique: A still, printed image.

Audio: An announcer saying "This is CBS."

Audio Variants:

  • The announcer might vary, but they say the same thing.
  • The animated variant has a catastrophic theme's ending playing, there is a thunderclap and an announcer saying " *insert show* is next on CBS."

10th Ident (The Best Is Right Here) (1973-1974)


Visuals: On a black background is the CBS Eyemark in red and a white circle bouncing to the theme. The circle bounces on the last three notes of the music left to right, revealing the letters "CBS" in white.

Variant: A different version was used, where on a black background, the white circle reveals the letters "CBS" in blue. There is no eyemark in this variant.

Technique: Cel animation by Edstan Studio.

Audio: The end of the promo.

11th Ident (See the Best... CBS) (1974-1975)


Visuals: Essentially just a white outline of the CBS Eyemark with "CBS" in the middle on a black background.

Technique: A still, printed image.

Audio: An announcer says "This is CBS."

12th Ident (Catch the Brightest Stars) (1975-1976)


Visuals: On a black background is a white CBS eyemark, with the letters "CBS" in orange in the middle.

Variants:

  • The color of the text might vary.
  • An animated variant exists, where on a starry background, the text "CATCH THE BRIGHTEST STARS" in a white glowing font zooms away from a distance then stops. The other letters disappear except "C B S". They come together, making the starry background disappear. When the letters "CBS" have formed, a bright glow appears for a second then fades out, revealing the eyemark.

Technique: A still, computerized graphic for the regular variant. For the "CATCH THE BRIGHTEST STARS" variant, backlit animation by Edstan Studio.

Audio: An announcer says "This is CBS."

Audio Variants:

  • The announcer may say ".. on CBS."
  • The "CATCH THE BRIGHTEST STARS" variant has a loud flute that fades when the letters merge. There is an announcer that says "Try and reach the Seven Central on CBS!" Windy sounds are heard when the letters "CBS" merge.
  • The second animated variant has a sparky sound accompanied with an announcer saying "Tomorrow, starting at 9 at central on CBS."

13th Ident (The Hot Ones) (1976-1977)


Visuals: On a black background, a spark draws the circle of the CBS eye. As the spark has drawn 1/4 of the circle, another line is drawing up, drawing the eye. When the line that draws the eyes has drawn 3/4 of the eye, a smaller circle is drawn, representing the pupil. The eye is now finished, but the lines go a second lap. The letters "CBS" suddenly spark up from nowhere.

Technique: 2D animation by Edstan Studio.

Audio: A sparky sound accompanied with an announcer saying "Tomorrow, starting at 9/8 central on CBS."

14th Ident (There's Something in the Air) (1977-1978)


Visuals: As with the 10th ident, this is essentially just a still of the CBS eye in a color that varies, with "CBS" in the middle.

Technique: A still, printed image.

Audio: An announcer says "This is CBS."

15th Ident (Turn Us On, We'll Turn You On) (1978-1979)


Visuals: On a pink/blue gradient background, the CBS logo appears and comes to a dot clock. The logo zooms in to the television on the left of the dot clock.

Technique: CGI by Triple-I (Information International Inc.) on a Foonly F1 supercomputer with TRANEW software.

Audio: The campaign's song "Turn Us On" by an unknown composer.

16th Ident (Looking Good) (1979-1980)


Visuals: On a blue gradient background is one of the following:

  • The CBS eyemark outlined in gold, with "CBS" in gold in the middle.
  • The words "LOOKING GOOD", in gold with red lines and swirls that have stars cut into them. Fireworks explode behind the text. Here, the CBS eye doesn't appear.

Technique: A still, computerized graphic for the regular variant. For the "LOOKING GOOD" variant, camera controlled animation designed by Jane Simpson at Triplane Film + Video, Inc. in Los Angeles, CA, and animated by Tony Valdez at Lumeni Productions, Inc. in Glendale, CA on an Oxberry Animation Stand.

Audio: The campaign's song "Looking Good", composed by Karen Snow and recorded at a studio in New York, NY.

17th Ident (Looking Good Together) (1980-1981)


Visuals: On the same background as before is one of the following:

  • The CBS eye outlined in gold or blue, with "CBS" in the middle.
  • The campaign's logo, which is a light blue-purple gradient five-pointed star with a circle of the same colors. A red and white striped flag-like ribbon resembling the American flag, albeit without the stars, is seen over the ring, and this is seen over the flag:
LOOKING
GOOD

Below that is a purple rounded rectangle with "T O G E T H E R" on it. Everything has a gold outline. A small blue CBS eye is near the bottom-left.

Technique: A still, computerized graphic.

Audio: A rerecorded version of "Looking Good".

18th Ident (Reach for the Stars) (1981-1982)


Visuals: On a blue-black gradient background is the CBS eyemark with a blue outline, along with a white "CBS" in the middle.

Variant: In this variant, set on a red-black gradient background is a silver ring with the text "R E A C H F O R T H E S T A R S" on it and a stylized USA flag inside it. Two circles are placed in the center of either side of the ring. After a few seconds, a few flares fly up from the bottom of the screen, transforming the ring into the CBS eyemark in blue.

Technique: A still, computerized graphic for the regular variant. The "REACH FOR THE STARS" variant has live action and motion-controlled animation. Designed by Jay Teitzell, John LePrevost, and Lewis Hall, animated by Dream Quest Images, and produced by Sheryl Gold.

Audio: In the regular variant, an announcer says "This is CBS."

Audio Variant: The "REACH FOR THE STARS" variant has the end of the campaign's song "Reach for the Stars", composed and performed by an unknown jingle writer.

19th Ident (Great Moments) (1982-1983)


Visuals: One of the following was used:

  • The campaign's logo zooms out on a black-brown background. The logo consists of a gold diamond outline with gold, thick searchlight-like lines. Over it is this:
GREAT
MOMENTS

Below that is a gold bar with "CBS", with two circles on either side, engraved into it. The logo stops at a comfortable distance and shines.

  • A black-purple gradient, blue-outlined CBS eye appears on a black background.

Technique: CGI for the first variant. A still, computerized graphic for the second variant.

Audio: The campaign's song "Great Moments", composed by Jake Holmes.

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