CBS Broadcasting Inc., or Columbia Broadcasting System, is one of America's major TV networks, with a rich history dating back to 1927. Initially launching as a radio network, CBS has evolved into a global powerhouse in broadcasting and entertainment.

The Symbol of CBS Corporation: The Eyemark

The symbol of CBS, known as the "Eyemark," is one of the most recognizable logos in the world. It features a stylized human eye in a simple, geometric design. Created in 1951 by William Golden, the iconic symbol is composed of three solid black-and-white elements. Golden was inspired by René Magritte's painting The False Mirror, which depicts an eye with a sky-filled pupil. This eye motif became synonymous with CBS, earning the network the nickname "The Eye Network."

Evolution of the CBS Logo

The CBS logo has undergone several transformations since its inception, each reflecting the network's growing influence and modernization.

1927-1931: The Early Years

The first CBS logo, introduced in 1927, was a hand-drawn emblem that incorporated a black-and-white depiction of a radio receiver with a zig-zag line running across it. The design was framed by double horizontal lines that separated the two parts of the company's name: "Columbia" and "Broadcasting System Inc." The font used was a bold serif, emphasizing the company's serious approach to broadcasting.

1931-1935: A Modern Update

In 1931, CBS revamped its logo with a more modern design. The new emblem featured a circle surrounded by four triangles, with a smaller circle at the center. The logo was enclosed in a heavy uppercase ring featuring the company’s name. The design conveyed strength and modernity, and the outline of each letter was thick and bold.

1935-1938: Simplification

By 1935, CBS had simplified its logo further. The company shortened its name to just "CBS" and used a modern sans-serif font. The three enlarged capital letters were placed above the circle, and the inner design became more detailed and intricate.

1938-1941: Further Refinements

The 1938 logo introduced another redesign, replacing the circle with a downward-pointing triangle. The lettering was positioned above the triangle, now enclosed in a trapezoidal frame. This version was short-lived, staying in use for only a few years before the company updated its branding again.

1941-1951: A Streamlined Wordmark

In the early 1940s, CBS debuted a new version of its logo that featured a simple black wordmark on a white background. The smooth lines of the letters had sharp, modern cuts, lending the logo a sleek and progressive appearance. The typeface was reminiscent of the extended version of Handel Gothic Light, giving the logo a sophisticated yet approachable feel.

1951-Present: The Iconic Eyemark

The CBS logo's most significant redesign came in 1951, when William Golden created the iconic "Eyemark" symbol. This bold, circular logo features a white eye in the center, surrounded by a black circle, with a smaller black circle in the middle. The design was inspired by Pennsylvania Dutch hex signs, which were believed to ward off evil spirits, symbolizing CBS's transition from radio to television and the network's ability to capture the attention of its audience visually.

The black-and-white color scheme of the logo exudes elegance and simplicity, making it both timeless and easily recognizable. The accompanying CBS wordmark, usually placed to the right of the symbol, is rendered in a clean, modern sans-serif font, adding to the logo's sleek, professional look.

CBS News and Sports Logos

While the primary CBS logo has remained consistent, its divisions, like CBS News and CBS Sports, have their own unique logos.

• CBS News: The CBS News logo incorporates the signature eye symbol alongside the "CBS News" wordmark, emphasizing the division's credibility and connection to the parent company.
• CBS Sports: Introduced in 2016, the CBS Sports logo features the same eye symbol in light blue, paired with the "CBS Sports" text. The design reflects the division's focus on dynamic and engaging sports broadcasting.

The Meaning Behind the CBS Symbol

The CBS eye symbol represents the company's role in transitioning from radio-based news and entertainment to a visual medium. It symbolizes the evolving nature of media technology, highlighting CBS's pioneering role in television broadcasting.

CBS Logo Colors and Font

The black color of the CBS logo is often associated with qualities such as elegance, integrity, and excellence. The font used in the CBS wordmark transitions smoothly between thick and thin strokes, combining classical elements with modern design sensibilities. The clean, sans-serif typeface ensures readability while conveying the network’s forward-thinking approach.

With its iconic symbol, historical evolution, and modern design, CBS remains one of the most influential and recognized broadcasters in the world.