A new identity for CBS Television, 1951
In under a decade, television ownership in the United States went from 20 to 90%. This potential for significant growth was evident, even in the early part of the 1950s. Recognising this, Columbia Broadcasting System split into two dedicated networks for television and radio, and directed to do everything possible to create their own distinct identities.
When CBS Television Network (CBS) debuted the first documentary series "See It Now” and captured the broadcasting spotlight when it premiered "I Love Lucy" CBS President Frank Stanton saw an opportunity to capitalise on this new interest by introducing a new corporate identity. The responsibility for developing this fell to William Golden. Golden had started his career in the CBS Radio promotion department in 1937 and, by 1951, had worked his way up to creative director of advertising and sales promotion.
The introduction of a new logo intended to help separate CBS Network Television from the CBS Radio Network, clearly differentiate the network from other television networks and was part of a broader effort to develop the overall impression of CBS as a place to see quality images.
Key Takeaways
A network of its own
As TV ownership boomed in the early 1950s, CBS split into separate television and radio networks, and William Golden was tasked with giving CBS Television its own identity.
An eye from Shaker art
Golden and Kurt Weihs based the CBS eye on a Shaker hex symbol featured in Alexey Brodovitch’s Portfolio magazine.
Keep it when you’re bored
A year in, Golden wanted to replace the eye, but Frank Stanton insisted on keeping it, and Lou Dorfsman built it into an icon over four decades.
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Continue reading to discover how the CBS eye was launched on air, varied and applied, and why Stanton refused to change it →
