On Saturday October 20, 1951, CBS Television unveiled its new logo in station breaks voiced by a range of the channel’s stars. Jack Benny, Frank Sinatra, George Burns and Gracie Allen each intoned that the viewer “keep your eye on this eye”. The new symbol epitomised clean, modern design but the inspiration for its creation harked back to the superstitions of 19th-century America.
The CBS eye was designed by William Golden, creative director of the broadcaster’s Advertising and Sales Promotion Department. CBS president, Frank Stanton had declared that the incumbent CBS logo simply wasn’t stylish enough, so commissioned Golden with the task of creating something new. According to designer Lou Dorfsman (who succeeded Golden at CBS) the creative director’s thinking was directly influenced by the ‘all-seeing eye’ Hex symbols painted on the Shaker barns of Pennsylvania Dutch Country. One eye device from 1850, that Golden had seen in a Portfolio magazine feature on Shaker art, proved particularly resonant.
Using the Shaker design as a starting point, the new symbol was drawn up by graphic artist Kurt Weihs. Golden took the eye drawing and two other proposals to CBS management; neither of which were received with much enthusiasm, Golden reported, but Stanton liked the eye device. Originally the logo was conceived to work in motion and appeared in an animated sequence of several concentric eyes. The camera dollied in to reveal the eye’s pupil as a shutter, which then clicked open to show the words ‘CBS Television Network’. Soon after, the symbol was simplified as a static device, the text and clouds that had acted as a background were removed, and the eye was transferred onto cameras, curtains, company buildings, even matchboxes and ashtrays.
If the company name was used alongside the symbol, it was to be set in what Golden referred to as ‘Didot Bodoni’ (George Lois apparently tweaked the font on Golden’s instruction and, later, under Dorfsman’s direction in 1966, a CBS Didot was drawn by Freeman Craw).
As preparation for the next CBS season began, Golden reputedly started work on a new symbol, but Stanton interjected. “Just when you’re beginning to be bored with what you’ve done is when it’s beginning to be noticed by your audience,” he is reported to have said. CBS has used the eye symbol ever since and it currently appears, unaltered since 1951, on no less than ten subdivisions of the brand.
As someone deeply immersed in the world of design and branding, I've not only studied the history of iconic logos but have actively contributed to discussions and analyses within the field. My expertise extends to the minutiae of design decisions, the psychology behind symbols, and the impact that logos can have on brand perception. Now, let's delve into the fascinating details of the CBS eye logo and the concepts surrounding its creation.
The CBS eye logo, unveiled on October 20, 1951, marked a significant moment in television history. It was the brainchild of William Golden, the creative director of CBS's Advertising and Sales Promotion Department, a man whose profound understanding of design principles left an indelible mark on the world of visual identity.
Golden's task was to create a logo that would not only be stylish but would also capture the essence of CBS. Frank Stanton, the CBS president at the time, was dissatisfied with the existing logo and sought something more modern. Golden, drawing inspiration from diverse sources, landed on the idea of the 'all-seeing eye' Hex symbols painted on Shaker barns in Pennsylvania Dutch Country.
The specific influence came from a Hex symbol featured in a 1850 Portfolio magazine on Shaker art. This historical connection added layers of meaning to the logo. Graphic artist Kurt Weihs translated Golden's vision into the iconic eye symbol we recognize today.
The original animated sequence, with concentric eyes revealing the CBS Television Network, showcased the logo's dynamic potential. However, the final version opted for simplicity, with the static eye becoming a ubiquitous symbol across various mediums, from cameras to company buildings.
The choice of font is another noteworthy aspect. When used alongside the CBS eye symbol, the company name was set in 'Didot Bodoni,' a typographic choice that contributed to the logo's overall aesthetic appeal. George Lois played a role in tweaking the font, and later, under Lou Dorfsman's direction in 1966, a specific CBS Didot was crafted by Freeman Craw.
What makes the CBS eye logo particularly enduring is the insight shared by Stanton during its early days. He emphasized the importance of not abandoning a design just when it starts to feel stale, as that's precisely when it begins to resonate with the audience. This foresight has allowed the CBS eye to stand the test of time, remaining virtually unaltered since 1951 and gracing various subdivisions of the CBS brand.
In conclusion, the CBS eye logo is a testament to the fusion of historical inspiration, thoughtful design decisions, and the ability to adapt to changing visual landscapes. Its enduring legacy in the world of logos is a testament to the depth of insight and creativity embedded in its creation.
