CBS Sports Rebrand 2016

Challenge

CBS Sports wanted to bring more clarity and value to its brand in a fragmented sports media landscape. Our goal was to unify the brand across all touch points by establishing consistency across the network, the flagship properties, and all platforms through the years.

Approach

Working closely with CBS Sports, Troika created a brand platform and identity rooted in the core concept of amplified experiences. We brought their brand story to life through a clean, more modernized look, which included bringing more strength to the CBS eye, a key design element used to drive uniformity across all of the properties.

The all-encompassing effort included a new hero logo, a unified logo system for all of the CBS properties, Super Bowl 50 and dynamic new packaging for CBS Football, Golf and College Basketball.


Result

The average of 111.9 million viewers made Super Bowl 50 the third-most-watched television program in United States history. Streaming of the game by CBS and the N.F.L. added 1.4 million additional viewers.