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New York, São Paulo, and Amsterdam-based creative audio studio Antfood created the sonic branding to CBS’s first ever brand refresh, encapsulated in a catchy 5-note audio mnemonic. 

Working with Gretel, CBS CMO Mike Benson and the CBS Marketing team, Antfood dug into the network’s long and iconic sonic history to unearth the “This is CBS” voiceover slogan - used on-air from CBS’s launch until the early 90s - and composed a melody to match the phrase’s distinct cadence. The resulting mnemonic introduces CBS content across platforms, and unites the Entertainment, News, Sports and Studios sub-brands.

Antfood produced an 'umbrella brand' version of the mnemonic, paired with Gretel’s animation, for CBS which can be seen at the top of each hour during the network’s prime-time programming as well as before CBS content on Netflix and other streaming services. In addition, Antfood produced versions for Studios, News and Sports that socially express the sub-brands’ mission and values. The mnemonic is designed for flexibility and longevity, and can accomodate iterations for specific programming and events in the future.

CBS – Sonic Rebrand

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