From the Audiovisual Identity Database, the motion graphics museum


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1st Ident (We Are CBS) (2007-2008)

Visuals: On an orange background that changes to an orange-purple gradient or a sky blue background, several lines of light come together to form the CBS logo, with "CBS" in a custom font used until 2009. The Eyemark pulsates rays of light to the tune of the 3-note CBS jingle.

Technique: CGI by REZN8.

Audio: A different rock rendition of the CBS jingle, with Don LaFontaine saying "You're watching CBS."

2nd Ident (Only CBS) (2008-2009)

Visuals: A blue "comet" flies in on a black background and reveals the CBS eye with "CBS" next to it. The eye moves to the right.

Technique: CGI.

Audio: Likely a whoosh.

3rd Ident (Only CBS) (2009-2010)

Visuals: A "comet" that leaves behind "dust" flies around a black background with a teal floor. The CBS eye appears as the "comet" flies, and "ONLY CBS" appears below.

Technique: CGI.

Audio: Likely an orchestral tune.

4th Ident (Only CBS) (2010-2011)

Visuals: "ONLYCBS" and a silver CBS eye zoom out on a black background.

Technique: 2D animation.

Audio: Likely a techno tune.

5th Ident (Only CBS) (2011-2012)

Visuals: Same as before, but it's on a blue background with moving lines similar to the 2018 ABC Entertainment logo. "ONLYCBS" is also navy blue and white, respectively.

Technique: CGI.

Audio: Likely another techno tune.

6th Ident (Only CBS) (2012-2013)

Visuals: The Only CBS logo appears on various backgrounds in different forms, ending with a black background with a light in the center

Technique: A mix of 2D animation and CGI.

Audio: Likely a hip-hop tune.

7th Ident (Only CBS) (2013-2014)

Visuals: A gold CBS eye shines on a white background.

Technique: CGI.

Audio: Likely a orchestral tune.

8th Ident (Only CBS) (2014-2015)

Visuals: A gold CBS eye zooms out over a shining wall of mini CBS eyes.

Technique: CGI.

Audio: Likely another orchestral tune.

9th Ident (Only CBS) (2015-2016)

Visuals: A gold, glittery CBS eye zooms out and shines over a background filled with CBS eyes.

Technique: CGI.

Audio: Yet another orchestral tune.

10th Ident (Only CBS) (2016-2018)

Visuals: "YOU'RE WATCHING" is shown on a black background. It shines before the background moves down, revealing a white background with a gold, shining CBS eye.

Technique: CGI.

Audio: An orchestral piece with a announcer saying "You're watching CBS."

11th Ident (2018-2020)

Visuals: On a white background, the CBS Eyemark shines. The camera cuts to a smaller view as the "CBS" text zooms into place.

Variant: In 2019, pictures of the CBS stars (Tom Selleck works as the New York City Police Commissioner at the NYPD office, Billy Gardell sitting next to Folake Olowofoyeku on the bus, Allison Janney talks to Anna Faris in the kitchen, etc.) were seen.

Technique: 2D computer animation by Sibling Rivalry.

Audio: A piano tune with an orchestral piece in the key of B-flat major, before transgressing into D major, ending with a calm version of the three-note CBS jingle. An announcer says "You're watching CBS."

Audio Variants: A version of this appeared in 2019, with the announcer saying "You're watching CBS" in a different tone.

12th Ident (This is CBS) (October 8, 2020-)

Visuals: On a dark blue background, two blue circles appear and overlap each other with an outlined circle, also in blue, zooming towards the center, form an eye. The three circles zoom in as the CBS Eyemark logo, also in blue, zooms out. The eye moves to the left, and then the letters "CBS" appear, in sync with the last three notes of the "This is CBS" jingle by Antfood.


  • Five-second, six-second and three-second versions of this ID exist.
  • On the three-second short version, the animation of the overlapping circles is sped-up. This is seen on programming that starts after the first program in that night's lineup ends.
  • On the reveal, the letters that are in sync with the jingle are slower.
  • The app version starts when the Eyemark zooms out. This can be viewed in portrait and landscape views.
  • At the end of CBS' "This is Together" promo during Super Bowl LV, the tagline "LIVE + ON DEMAND + STREAMING" appear one at a time in three respective colors, then in blue, alongside with the letters in sync with the last three notes of the jingle. This also applied to some promos (with audio variants in some shows) until late 2022, when the tagline was dropped to put room for the "STREAMING ON Paramount+" plug.
  • The On Demand version shows parts of the deformed Eyemark after the ident, in which shows the disclaimer "WHILE WATCHING THE SHOW, FAST FORWARD AND OTHER FUNCTIONS MAY NOT BE AVAILABLE.", just like in previous CBS On Demand versions.
  • A 30fps version exists on Antfood's Vimeo page and the On Demand version.
  • Christmas variants exist.

Technique: 2D computer animation, designed by Gretel.

Audio: A new, modern arrangement of the five-note "This is CBS" jingle, with reverse reverb applied to the beginning. Composed by Antfood.

Audio Trivia: According to Antfood's case study, their goal was to unify the CBS brand by creating a five-note melody based on the classic "This is CBS" voiceover. They used CBS manufactured instruments, including a Rhodes piano and Fender guitars. This can be seen here.

Audio Variants:

  • On the three-second short version, there is less reverb at the beginning.
  • On the six-second version, the reverse reverb as slightly different and the last note has an echo.
  • On the reveal, the jingle is slower.
  • It is silent in the app variant.

Availability: Seen before the start of programming on CBS and as a pre-roll on streaming and on demand prints of CBS shows. It is also used as a de-facto production logo on Come Dance with Me and the 2023 Lingo reboot.

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