CBS/pre-1983

1st Ident (August 2, 1946-October 19, 1951)
Visuals: The blocky letters "CBS" are illuminated by a spotlight against a dark background.

Variant: A version with an overlay featuring some farm plants and a house exists. There are also different variants, where they are farther or closer to the text.

Technique: None.

Audio: None or the ending theme of the show, which may be coupled with an announcer saying, "This is CBS, the Columbia Broadcasting System." or "This is the CBS Television Network."

Availability: It may be found on kinescope recordings of period CBS programming or archives of it on home media. The variant was featured on an episode of "Inside USA" from November 24, 1949, and was likely used because it aired during the Fall of 1949. It's unknown if this version appears has different seasons or appearances. Preserved on Fremantle's kinescope of the February 2, 1950 premiere of What's My Line?

2nd Ident (October 20, 1951-1960?)
Visuals: The familiar CBS "Eyemark" is presented against a cloudy sky. Inside the center of the eye are the words "CBS TELEVISION NETWORK", with "CBS" in a tall font.

Variants:
 * Sometimes, the clouds in the background move from left to right.
 * Usually, the logo is completely still.
 * On rare occasions, a shutter may open up in the center to reveal the text, like the other ID CBS used at the time.
 * There is a sepia-toned variant.

Technique: Camera-controlled animation.

Audio: Either silence or the ending theme of the program. However, most of the time, it is accompanied by an announcer, either identifying CBS ("This is the CBS Television Network") or giving information on upcoming programming (e.g. "Stay tuned for Toast of the Town on the CBS Television Network"). Sometimes, someone will tell the viewer to "Keep your eye on this eye."

Availability: As this was mainly used as an ident, it's unlikely to see this on prints distributed by CBS. However, it is possible to find it on prints that are either not distributed or owned by CBS. Some examples include a public domain VHS of The Jack Benny Show and some mid-2000's DVDs of The George Burns and Gracie Allen Show. Currently, the latest known use of this logo is on a 1960 episode of GE College Bowl.

Legacy: This is the earliest known CBS ident with the "Eyemark".

3rd Ident (Late 1950s)
Visuals: On a white background is a CBS eyemark with a ring of  and  circles inside. In the ring, there's a "sun-like" shape with the following text in the middle:

Impact

Technique: None.

Audio: An announcer saying "This is the CBS Television Network."

4th Ident (1950s-1960s)
Visuals: The following words appear on a psychedelic background:

Serif

Technique: None.

Audio: Likely an announcer saying "This is the CBS Television Network."

5th Ident (September 12, 1965-Early 1970s)
Visuals: On a black background, a "Serif" drops from the bottom of the screen. Then a "Serif" drops from the top of the screen, and then an "Serif" drops from the top of the screen. All the letters form "Serif" in its corporate font, and are all white. Afterwards, a gold CBS eye logo goes through "Serif", changing the letters from white to for "Serif",  for "Serif", and  for "Serif", before stopping next to them.

Trivia: According to a July 8, 1965 CBS memo, development of this open was spearheaded by George Bristol, CBS's Director of Advertising and Sales Promotion.

Variants:
 * Some B&W copies of this ident exist, due to B&W kinescopes still being in common use at the time.
 * An abridged version used on The Price Is Right from 1997-2000 exists. The second note at the beginning gets cut off before it fades out, and the announcer (Hal Simms) talks over the warbling synth and fanfare instead of having silence while speaking.

Technique: Motion-controlled animation.

Audio: A three-note synth tune by Eric Siday (who also played the 1965 Screen Gems Television logo's music) as the letters drop, followed by synth warbling as the CBS eye spins through the letters, and finally a three-note fanfare. In the pause between the two, an male announcer says "CBS presents this program in color!" This announcement is usually attributed to Hal Simms, but sometimes is done by a different announcer (which usually appears on live programs, rather than prerecorded ones)

Availability: This was seen on programs from this era when CBS started going into color broadcasting regularly.
 * This ident can be found on Hogan's Heroes and The Carol Burnett Show on DVD.
 * Due to how iconic this ident is to CBS, it has made special reappearances from time to time.
 * This made a short comeback during episodes of The Price is Right and Kids Say the Darndest Things during their original airings from 1997-2000.
 * Since 2016, this has also been seen on special colorized airings of The Dick Van Dyke Show on CBS, typically during December.
 * This appears at the beginning of episodes of The Carol Burnett Show and The Red Skelton Show on Amazon Prime Video.
 * It was also on the original 1965 broadcast of A Charlie Brown Christmas and How The Grinch Stole Christmas! and quite possibly the original run of Space Ghost and Dino Boy.

6th Ident (Late 1960s)
Visuals: On a background, the CBS eye mark is seen, along with a yellow "CBS" in the middle.

Technique: None.

Audio: An announcer saying "This is CBS."

7th Ident (We've Got It All Together) (1970-1971)
Visuals: On a black background is a white CBS eye. In the middle is a "CBS" in a stylish font.

Technique: None.

Audio: An announcer saying "This is CBS."

8th Ident (Where the Good Times Are) (1971-1972)
Visuals: On a black background is a dark green or dark blue CBS eye. In the middle is a white "CBS".

Technique: None.

Audio: An announcer (Harry Kramer) saying "This is CBS."

9th Ident (Have We Got a Fall for You) (1972-1973)
Visuals: Essentially just a cream-outline of the CBS eye with "CBS" in the middle on a black background.

Technique: None.

Audio: Likely an announcer saying "This is CBS."

10th Ident (1972-1980)
Visuals: Essentially just a still of the CBS eye (in green, blue,, or ) with "CBS" in the middle of it.

Variant: An animated version exists, where on a black background, there is an outline of the CBS eye in. A flash of lightning strikes on the logo, then the whole eye slowly turns. The letters "CBS" appear in white.

Technique: None.

Audio: An announcer saying "This is CBS."

Audio Variants:
 * The announcer might vary, but they say the same thing.
 * The animated variant has a catastrophic theme's ending playing, there is a thunderclap and an announcer saying " *insert show* is next on CBS."

11th Ident (The Best Is Right Here) (1973-1974)
Visuals: On a black background is the CBS Eyemark in and a white circle bouncing to the theme. The circle bounces on the last three notes of the music left to right, revealing the letters "CBS" in white.

Variant: A different version was used, where on a black background, the white circle reveals the letters "CBS" in blue. There is no eyemark in this variant.

Technique: Cel animation by Edstan Studio.

Audio: The end of the promo.

12th Ident (See the Best... CBS) (1974-1975)
Visuals: Essentially just a white outline of the CBS Eyemark with "Courier" in the middle on a black background.

Technique: None.

Audio: An announcer says "This is CBS."

13th Ident (Catch the Brightest Stars) (1975-1976)
Visuals: On a black background is a white CBS eyemark, with the letters "Courier" in in the middle.

Variants:
 * The color of the text might vary.
 * An animated variant exists, where on a starry background, the text "CATCH THE BRIGHTEST STARS" in a white glowing font zooms away from a distance then stops. The other letters disappear except "C B S". They come together, making the starry background disappear. When the letters "CBS" have formed, a bright glow appears for a second then fades out, revealing the eyemark.

Technique: None for the regular variant. For the "CATCH THE BRIGHTEST STARS" variant, backlit animation by Edstan Studio.

Audio: An announcer says "This is CBS."

Audio Variants:
 * The announcer may say ".. on CBS."
 * The "CATCH THE BRIGHTEST STARS" variant has a loud flute that fades when the letters merge. There is an announcer that says "Try and reach the Seven Central on CBS!" Windy sounds are heard when the letters "CBS" merge.
 * The second animated variant has a sparky sound accompanied with an announcer saying "Tomorrow, starting at 9 at central on CBS."

14th Ident (The Hot Ones) (1976-1977)
Visuals: On a black background, a spark draws the circle of the CBS eye. As the spark has drawn 1/4 of the circle, another line is drawing up, drawing the eye. When the line that draws the eyes has drawn 3/4 of the eye, a smaller circle is drawn, representing the pupil. The eye is now finished, but the lines go a second lap. The letters "CBS" suddenly spark up from nowhere.

Technique: 2D animation by Edstan Studio.

Audio: A sparky sound accompanied with an announcer saying "Tomorrow, starting at 9/8 central on CBS."

15th Ident (There's Something in the Air) (1977-1978)
Visuals: As with the 10th ident, this is essentially just a still of the CBS eye in a color that varies, with "CBS" in the middle.

Technique: None.

Audio: An announcer says "This is CBS."

16th Ident (Turn Us On, We'll Turn You On) (1978-1979)
Visuals: On a pink/ gradient background, the CBS logo appears and comes to a dot clock. The logo zooms in to the television on the left of the dot clock.

Technique: CGI by Triple-I (Information International Inc.) on a Foonly F1 supercomputer with TRANEW software.

Audio: The campaign's song "Turn Us On" by an unknown composer.

17th Ident (Looking Good) (1979-1980)
Visuals: On a gradient background is one of the following:
 * The CBS eyemark outlined in, with "CBS" in in the middle.
 * The words "LOOKING GOOD", in with  lines and swirls that have stars cut into them. Fireworks explode behind the text. Here, the CBS eye doesn't appear.

Technique: None for the regular variant. For the "LOOKING GOOD" variant, camera controlled animation designed by Jane Simpson at Triplane Film + Video, Inc. in Los Angeles, CA, and animated by Tony Valdez at Lumeni Productions, Inc. in Glendale, CA on an Oxberry Animation Stand.

Audio: The campaign's song "Looking Good", composed by Karen Snow and recorded at a studio in New York, NY.

18th Ident (Looking Good Together) (1980-1981)
Visuals: On the same background as before is one of the following:
 * The CBS eye outlined in or blue, with "Courier" in the middle.
 * The campaign's logo, which is a light blue-purple gradient five-pointed star with a circle of the same colors. A and white striped flag-like ribbon resembling the American flag, albeit without the stars, is seen over the ring, and this is seen over the flag:

'''LOOKING GOOD

Below that is a purple rounded rectangle with "Serif" on it. Everything has a {[color|gold}} outline. A small blue CBS eye is near the bottom-left.

Technique: None.

Audio: A rerecorded version of "Looking Good".

19th Ident (Reach for the Stars) (1981-1982)
Visuals: On a -black gradient background is the CBS eyemark with a blue outline, along with a white "CBS" in the middle.

Variant: In this variant, set on a -black gradient background is a ring with the text "Times New Roman" on it and a stylized USA flag inside it. Two circles are placed in the center of either side of the ring. After a few seconds, a few flares fly up from the bottom of the screen, transforming the ring into the CBS eyemark in.

Technique: None for the regular variant. The "REACH FOR THE STARS" variant has live action and motion-controlled animation. Designed by Jay Teitzell, John LePrevost, and Lewis Hall, animated by Dream Quest Images, and produced by Sheryl Gold.

Audio: In the regular variant, an announcer says "This is CBS."

Audio Variant: The "REACH FOR THE STARS" variant has the end of the campaign's song "Reach for the Stars", composed and performed by an unknown jingle writer.

20th Ident (Great Moments) (1982-1983)
Visuals: One of the following was used:
 * The campaign's logo zooms out on a black-brown background. The logo consists of a diamond outline with, thick searchlight-like lines. Over it is this:

GREAT MOMENTS

Below that is a bar with "CBS", with two circles on either side, engraved into it. The logo stops at a comfortable distance and shines.
 * A black-purple gradient, -outlined CBS eye appears on a black background.

Technique: CGI for the first variant. None for the second variant.

Audio: The campaign's song "Great Moments", composed by Jake Holmes.