CBS/pre-1983: Difference between revisions
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'''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. |
'''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. |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''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." |
'''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." |
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'''Legacy:''' This is the earliest known CBS ident with the "Eyemark". |
'''Legacy:''' This is the earliest known CBS ident with the "Eyemark". |
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===3rd Ident (Late 1950s)=== |
===3rd Ident (1954-Late 1950s)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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7ry_v3RFlpNwQ455gTZHXQ57891.jpeg |
7ry_v3RFlpNwQ455gTZHXQ57891.jpeg |
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CBS (1954).png |
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</gallery> |
</gallery> |
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{{YouTube|id=v_5E2co0v3w}} |
{{YouTube|id=v_5E2co0v3w}} |
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'''Visuals:''' On a white background is a |
'''Visuals:''' On a white background is a blue CBS eyemark with a ring of red and blue circles inside. In the ring, there's a "sun-like" shape with the following text in the middle: |
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<center>{{Font|Impact|CBS<br>TELEVISION}}</center> |
<center>{{Font|Impact|CBS<br>TELEVISION}}</center> |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Variant:''' One early variant is tinted pink. |
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'''Audio:''' An announcer saying "This is the CBS Television Network." |
'''Audio:''' An announcer saying "This is the CBS Television Network." |
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'''Availability:''' The pink tinted variant can be found on ''A Visit to CBS Color Television'', a 1954 internal film about the network's early color experiments. |
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===4th Ident (1950s-1960s)=== |
===4th Ident (1950s-1960s)=== |
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<center>{{Font|Serif|{{Huge|'''CBS'''}}<br>'''TELEVISION'''<br>'''NETWORK'''}}</center> |
<center>{{Font|Serif|{{Huge|'''CBS'''}}<br>'''TELEVISION'''<br>'''NETWORK'''}}</center> |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' Likely an announcer saying "This is the CBS Television Network." |
'''Audio:''' Likely an announcer saying "This is the CBS Television Network." |
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===5th Ident ( |
===5th Ident (Late 1960s)=== |
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<gallery mode="packed" heights="200"> |
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CBS 'In Color' (1965) 1.png |
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CBS "In Color" ID (B).png |
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CBS "In Color" ID (A).png |
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CBS (1962-1965) Grinch 16mm.png |
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</gallery> |
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{{Youtube|id=3Go4-mnxnUI}} |
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'''Visuals:''' On a black background, a "{{Font|Serif|'''C'''}}" drops from the bottom of the screen. Then a "{{Font|Serif|'''B'''}}" drops from the top of the screen, and then an "{{Font|Serif|'''S'''}}" drops from the top of the screen. All the letters form "{{Font|Serif|'''CBS'''}}" in its corporate font, and are all white. Afterwards, a {{color|gold|gold}} CBS eye logo goes through "{{Font|Serif|'''CBS'''}}", changing the letters from white to {{color|green}} for "{{color|green|{{Font|Serif|'''C'''}}}}", {{color|blue}} for "{{color|blue|{{Font|Serif|'''B'''}}}}", and {{color|red}} for "{{color|red|{{Font|Serif|'''S'''}}}}", before stopping next to them. |
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'''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. |
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'''Variants:''' |
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*Some B&W copies of this ident exist, due to B&W kinescopes still being in common use at the time. |
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*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. |
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'''Technique:''' Motion-controlled animation. |
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'''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) |
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'''Availability:''' This was seen on programs from this era when CBS started going into color broadcasting regularly. |
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*This ident can be found on ''Hogan's Heroes'' and ''The Carol Burnett Show'' on DVD. |
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*Due to how iconic this ident is to CBS, it has made special reappearances from time to time. |
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*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. |
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*Since 2016, this has also been seen on special colorized airings of ''The Dick Van Dyke Show'' on CBS, typically during December. |
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*This appears at the beginning of episodes of ''The Carol Burnett Show'' and ''The Red Skelton Show'' on Amazon Prime Video. |
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*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''. |
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===6th Ident (Late 1960s)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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DruexYgWQHV6IV2hlxRQvg58310.jpeg |
DruexYgWQHV6IV2hlxRQvg58310.jpeg |
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{{YouTube|id=D1YV9qKIkGw|id2=YP_YvTKpdGY}} |
{{YouTube|id=D1YV9qKIkGw|id2=YP_YvTKpdGY}} |
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'''Visuals:''' On a |
'''Visuals:''' On a blue background, the CBS eye mark is seen, along with a yellow "{{color|#FFD900|CBS}}" in the middle. |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' An announcer saying "This is CBS." |
'''Audio:''' An announcer saying "This is CBS." |
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=== |
===6th Ident (We've Got It All Together) (1970-1971)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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ZYCJByj9nyTd3qxPogZgeA53440.jpeg |
ZYCJByj9nyTd3qxPogZgeA53440.jpeg |
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{{YouTube|id=QNLj03ztywQ}} |
{{YouTube|id=QNLj03ztywQ}} |
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'''Visuals:''' On a black background is a white CBS eye. In the middle is a |
'''Visuals:''' On a black background is a white CBS eye. In the middle is a red "{{color|red|CBS}}" in a stylish font. |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' An announcer saying "This is CBS." |
'''Audio:''' An announcer saying "This is CBS." |
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=== |
===7th Ident (Where the Good Times Are) (1971-1972)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS ID (1971).webp |
CBS ID (1971).webp |
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{{YouTube|id=9dXb7KQyjvU|id2=KJnZ7gagCGY}} |
{{YouTube|id=9dXb7KQyjvU|id2=KJnZ7gagCGY}} |
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'''Visuals:''' On a black background is a |
'''Visuals:''' On a black background is a dark green or dark blue CBS eye. In the middle is a white "CBS". |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' An announcer (Harry Kramer) saying "This is CBS." |
'''Audio:''' An announcer (Harry Kramer) saying "This is CBS." |
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=== |
===8th Ident (Have We Got a Fall for You) (1972-1973)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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Cbs1972_a.jpg |
Cbs1972_a.jpg |
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'''Visuals:''' Essentially just a {{color|beige|cream}}-outline of the CBS eye with "{{color|orange|'''CBS'''}}" in the middle on a black background. |
'''Visuals:''' Essentially just a {{color|beige|cream}}-outline of the CBS eye with "{{color|orange|'''CBS'''}}" in the middle on a black background. |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' Likely an announcer saying "This is CBS." |
'''Audio:''' Likely an announcer saying "This is CBS." |
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=== |
===9th Ident (1972-1980)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS_ID_(1976).jpeg |
CBS_ID_(1976).jpeg |
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{{YouTube|id=x-F-IlxafJE}} |
{{YouTube|id=x-F-IlxafJE}} |
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'''Visuals:''' Essentially just a still of the CBS eye (in {{color|lightgreen|green}}, |
'''Visuals:''' Essentially just a still of the CBS eye (in {{color|lightgreen|green}}, blue, orange, or red) with "'''CBS'''" in the middle of it. |
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'''Variant:''' An animated version exists, where on a black background, there is an outline of the CBS eye in |
'''Variant:''' An animated version exists, where on a black background, there is an outline of the CBS eye in blue. A flash of lightning strikes on the logo, then the whole eye slowly turns blue. The letters "CBS" appear in white. |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' An announcer saying "This is CBS." |
'''Audio:''' An announcer saying "This is CBS." |
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*The animated variant has a catastrophic theme's ending playing, there is a thunderclap and an announcer saying " *insert show* is next on CBS." |
*The animated variant has a catastrophic theme's ending playing, there is a thunderclap and an announcer saying " *insert show* is next on CBS." |
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=== |
===10th Ident (The Best Is Right Here) (1973-1974)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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Screenshot_2021-07-05_at_11.04.10_AM.png |
Screenshot_2021-07-05_at_11.04.10_AM.png |
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{{YouTube|id=L8JVUhCi2s4|id2=ocqLoHOxW0k}} |
{{YouTube|id=L8JVUhCi2s4|id2=ocqLoHOxW0k}} |
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'''Visuals:''' On a black background is the CBS Eyemark in |
'''Visuals:''' On a black background is the CBS Eyemark in red 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. |
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'''Variant:''' A different version was used, where on a black background, the white circle reveals the letters "{{color|dodgerblue|'''CBS'''}}" in |
'''Variant:''' A different version was used, where on a black background, the white circle reveals the letters "{{color|dodgerblue|'''CBS'''}}" in blue. There is no eyemark in this variant. |
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'''Technique:''' Cel animation by Edstan Studio. |
'''Technique:''' Cel animation by Edstan Studio. |
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'''Audio:''' The end of the promo. |
'''Audio:''' The end of the promo. |
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=== |
===11th Ident (See the Best... CBS) (1974-1975)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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7u67u766u7u67u7u76u67.webp |
7u67u766u7u67u7u76u67.webp |
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'''Visuals:''' Essentially just a white outline of the CBS Eyemark with "{{color|gold|{{Font|Courier|CBS}}}}" in the middle on a black background. |
'''Visuals:''' Essentially just a white outline of the CBS Eyemark with "{{color|gold|{{Font|Courier|CBS}}}}" in the middle on a black background. |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' An announcer says "This is CBS." |
'''Audio:''' An announcer says "This is CBS." |
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=== |
===12th Ident (Catch the Brightest Stars) (1975-1976)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS ID (1975).webp |
CBS ID (1975).webp |
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{{YouTube|id=dPV4cot0OOo|id2=bUPFIJS31_c}} |
{{YouTube|id=dPV4cot0OOo|id2=bUPFIJS31_c}} |
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'''Visuals:''' On a black background is a white CBS eyemark, with the letters "{{color|orange|{{Font|Courier|'''CBS'''}}}}" in |
'''Visuals:''' On a black background is a white CBS eyemark, with the letters "{{color|orange|{{Font|Courier|'''CBS'''}}}}" in orange in the middle. |
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'''Variants:''' |
'''Variants:''' |
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*The second animated variant has a sparky sound accompanied with an announcer saying "Tomorrow, starting at 9 at central on CBS." |
*The second animated variant has a sparky sound accompanied with an announcer saying "Tomorrow, starting at 9 at central on CBS." |
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=== |
===13th Ident (The Hot Ones) (1976-1977)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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Cbs1976.jpg |
Cbs1976.jpg |
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'''Audio:''' A sparky sound accompanied with an announcer saying "Tomorrow, starting at 9/8 central on CBS." |
'''Audio:''' A sparky sound accompanied with an announcer saying "Tomorrow, starting at 9/8 central on CBS." |
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=== |
===14th Ident (There's Something in the Air) (1977-1978)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS_ID_1972.png |
CBS_ID_1972.png |
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'''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. |
'''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. |
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'''Technique:''' |
'''Technique:''' A still, printed image. |
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'''Audio:''' An announcer says "This is CBS." |
'''Audio:''' An announcer says "This is CBS." |
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=== |
===15th Ident (Turn Us On, We'll Turn You On) (1978-1979)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS "Turn us On" ID (1978).webp |
CBS "Turn us On" ID (1978).webp |
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{{YouTube|id=tEn0E1nv8L8|id2=icCahczzBFM}} |
{{YouTube|id=tEn0E1nv8L8|id2=icCahczzBFM}} |
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'''Visuals:''' On a |
'''Visuals:''' On a pink/blue 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. |
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'''Technique:''' CGI by Triple-I (Information International Inc.) on a Foonly F1 supercomputer with TRANEW software. |
'''Technique:''' CGI by Triple-I (Information International Inc.) on a Foonly F1 supercomputer with TRANEW software. |
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'''Audio:''' The campaign's song "Turn Us On" by an unknown composer. |
'''Audio:''' The campaign's song "Turn Us On" by an unknown composer. |
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=== |
===16th Ident (Looking Good) (1979-1980)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS "Looking Good" ID (1979).webp |
CBS "Looking Good" ID (1979).webp |
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{{YouTube|id=mKt97NdP8AU}} |
{{YouTube|id=mKt97NdP8AU}} |
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'''Visuals:''' On a |
'''Visuals:''' On a blue gradient background is one of the following: |
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*The CBS eyemark outlined in |
*The CBS eyemark outlined in gold, with "{{color|gold|'''CBS'''}}" in gold in the middle. |
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*The words "{{color|gold|'''LOOKING GOOD'''}}", in |
*The words "{{color|gold|'''LOOKING GOOD'''}}", in gold with red lines and swirls that have stars cut into them. Fireworks explode behind the text. Here, the CBS eye doesn't appear. |
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'''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. |
'''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. |
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'''Audio:''' The campaign's song "Looking Good", composed by Karen Snow and recorded at a studio in New York, NY. |
'''Audio:''' The campaign's song "Looking Good", composed by Karen Snow and recorded at a studio in New York, NY. |
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=== |
===17th Ident (Looking Good Together) (1980-1981)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS "Looking Good Together" ID (1980).webp |
CBS "Looking Good Together" ID (1980).webp |
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'''Visuals:''' On the same background as before is one of the following: |
'''Visuals:''' On the same background as before is one of the following: |
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*The CBS eye outlined in |
*The CBS eye outlined in gold or blue, with "{{Font|Courier|'''CBS'''}}" in the middle. |
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*The campaign's logo, which is a {{color|lightblue|light blue}}- |
*The campaign's logo, which is a {{color|lightblue|light blue}}-purple gradient five-pointed star with a circle of the same colors. A red 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: |
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<center><span style="background:linear-gradient(180deg,red,gold); -webkit-background-clip:text !important; -webkit-text-fill-color:transparent;">'''{{Big|L}}OOKIN{{Big|G}}<br>{{Big|G}}OO{{Big|D}}</span></center> |
<center><span style="background:linear-gradient(180deg,red,gold); -webkit-background-clip:text !important; -webkit-text-fill-color:transparent;">'''{{Big|L}}OOKIN{{Big|G}}<br>{{Big|G}}OO{{Big|D}}</span></center> |
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Below that is a |
Below that is a purple rounded rectangle with "{{Font|Serif|T O G E T H E R}}" on it. Everything has a gold outline. A small blue CBS eye is near the bottom-left. |
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'''Technique:''' |
'''Technique:''' A still, computerized graphic. |
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'''Audio:''' A rerecorded version of "Looking Good". |
'''Audio:''' A rerecorded version of "Looking Good". |
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=== |
===18th Ident (Reach for the Stars) (1981-1982)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS "Reach for the Stars" ID (1981).jpeg |
CBS "Reach for the Stars" ID (1981).jpeg |
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{{YouTube|id=cWYyuXP6vCc|id2=ki2fb4-W4wk}} |
{{YouTube|id=cWYyuXP6vCc|id2=ki2fb4-W4wk}} |
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'''Visuals:''' On a |
'''Visuals:''' On a blue-black gradient background is the CBS eyemark with a blue outline, along with a white "'''CBS'''" in the middle. |
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'''Variant:''' In this variant, set on a |
'''Variant:''' In this variant, set on a red-black gradient background is a silver ring with the text "{{color|silver|{{Font|Times New Roman|'''R E A C H F O R T H E S T A R S'''}}}}" 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 blue. |
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'''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. |
'''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. |
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'''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. |
'''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. |
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=== |
===19th Ident (Great Moments) (1982-1983)=== |
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<gallery mode="packed" heights="200"> |
<gallery mode="packed" heights="200"> |
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CBS "Great Moments" ID (1982).webp |
CBS "Great Moments" ID (1982).webp |
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'''Visuals:''' One of the following was used: |
'''Visuals:''' One of the following was used: |
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*The campaign's logo zooms out on a black- |
*The campaign's logo zooms out on a black-brown background. The logo consists of a gold diamond outline with gold, thick searchlight-like lines. Over it is this: |
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<center>{{color|gold|'''GREAT'''<br>{{Big|'''MOMENTS'''}}}}</center> |
<center>{{color|gold|'''GREAT'''<br>{{Big|'''MOMENTS'''}}}}</center> |
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Below that is a |
Below that is a gold bar with "'''CBS'''", with two circles on either side, engraved into it. The logo stops at a comfortable distance and shines. |
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*A black- |
*A black-purple gradient, blue-outlined CBS eye appears on a black background. |
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'''Technique:''' CGI for the first variant. None for the second variant. |
'''Technique:''' CGI for the first variant. None for the second variant. |
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[[Category:Logos made by Dream Quest Images]] |
[[Category:Logos made by Dream Quest Images]] |
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[[Category:Logos made by Information International, Inc.]] |
[[Category:Logos made by Information International, Inc.]] |
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[[Category:Logos made by Edstan Studio]] |
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[[Category:Logos made by Lumeni Productions]] |
Latest revision as of 21:18, 15 August 2024
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: A still, printed image.
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 (1954-Late 1950s)
Visuals: On a white background is a blue CBS eyemark with a ring of red and blue circles inside. In the ring, there's a "sun-like" shape with the following text in the middle:
TELEVISION
Technique: A still, printed image.
Variant: One early variant is tinted pink.
Audio: An announcer saying "This is the CBS Television Network."
Availability: The pink tinted variant can be found on A Visit to CBS Color Television, a 1954 internal film about the network's early color experiments.
4th Ident (1950s-1960s)
Visuals: The following words appear on a psychedelic background:
TELEVISION
NETWORK
Technique: A still, printed image.
Audio: Likely an announcer saying "This is the CBS Television Network."
5th Ident (Late 1960s)
Visuals: On a blue background, the CBS eye mark is seen, along with a yellow "CBS" in the middle.
Technique: A still, printed image.
Audio: An announcer saying "This is CBS."
6th Ident (We've Got It All Together) (1970-1971)
Visuals: On a black background is a white CBS eye. In the middle is a red "CBS" in a stylish font.
Technique: A still, printed image.
Audio: An announcer saying "This is CBS."
7th 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: A still, printed image.
Audio: An announcer (Harry Kramer) saying "This is CBS."
8th 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: A still, printed image.
Audio: Likely an announcer saying "This is CBS."
9th Ident (1972-1980)
Visuals: Essentially just a still of the CBS eye (in green, blue, orange, or red) 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 blue. A flash of lightning strikes on the logo, then the whole eye slowly turns blue. The letters "CBS" appear in white.
Technique: A still, printed image.
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."
10th Ident (The Best Is Right Here) (1973-1974)
Visuals: On a black background is the CBS Eyemark in red 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.
11th Ident (See the Best... CBS) (1974-1975)
Visuals: Essentially just a white outline of the CBS Eyemark with "CBS" in the middle on a black background.
Technique: A still, printed image.
Audio: An announcer says "This is CBS."
12th Ident (Catch the Brightest Stars) (1975-1976)
Visuals: On a black background is a white CBS eyemark, with the letters "CBS" in orange 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."
13th 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."
14th 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: A still, printed image.
Audio: An announcer says "This is CBS."
15th Ident (Turn Us On, We'll Turn You On) (1978-1979)
Visuals: On a pink/blue 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.
16th Ident (Looking Good) (1979-1980)
Visuals: On a blue gradient background is one of the following:
- The CBS eyemark outlined in gold, with "CBS" in gold in the middle.
- The words "LOOKING GOOD", in gold with red 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.
17th Ident (Looking Good Together) (1980-1981)
Visuals: On the same background as before is one of the following:
- The CBS eye outlined in gold or blue, with "CBS" 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 red 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:
GOOD
Below that is a purple rounded rectangle with "T O G E T H E R" on it. Everything has a gold outline. A small blue CBS eye is near the bottom-left.
Technique: A still, computerized graphic.
Audio: A rerecorded version of "Looking Good".
18th Ident (Reach for the Stars) (1981-1982)
Visuals: On a blue-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 red-black gradient background is a silver ring with the text "R E A C H F O R T H E S T A R S" 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 blue.
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.
19th 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 gold diamond outline with gold, thick searchlight-like lines. Over it is this:
MOMENTS
Below that is a gold 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, blue-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.