A top to bottom refresh of CBS,
one of the most watched media
networks in the world.

Concept and Execution: Gretel
Sonic Branding : Antfood

Role: Creative Direction, Animation

A simplified motion system.

Pop, Slide, & Scale.

A simple and flexible motion system offering endless possibilities.

CBS News Mnemonic/Logo ID

A new approach to the timeless CBS logo.

We deconstructed the icon into key elements —then animated it back together in engaging ways.

CBS Entertainment Mnemonic/Logo ID

CBS Sports Mnemonic/Logo ID

“They understood the customer journey that we were really trying to create. And how to actually make that work, not only from a design perspective, but from a strategic perspective.”

Mike Benson, President and CMO 

Expressive, energetic, alive.

Endless variation and compositions.

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