While freelancing at Gretel, I was fortunate to work on this year’s rebranding of CBS. Working on multiple components within the new brand from concept to realization, I was able to collaborate with the team at Gretel to produce this active, exciting rebrand.
The primary focus was both to unify the CBS brand, and also to inject it with an energy and freshness that would resonate with viewers. Returning to William Golden’s iconic Eye mark as a starting point, the team deconstructed this classic logo to use as the primary elements of the design system. This allowed us to create a brand that was both rooted in tradition, and also steeped in spontaneity, energy, and surprise.
Additionally, the brand architecture was unified to create a consistent, cohesive visual system that would unite the brand across News, Primetime, Late Night, Sports, Awards and all other segments of CBS.
Special thanks to the wonderful team at Gretel. Please read more about the project + their process here: Gretel NY
