CBS O&O stations begin rollout of new motion graphics

New graphics have started to appear on CBS O&O stations, including WCBS-TV in New York City and KCBS-TV in Los Angeles.

The new look, which builds upon the last design of emanating circles, will eventually filter down to all of the CBS Television Stations group.

Opening Sequence

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Gone is the glassy 3D world of the previous look, which debuted in fall 2013. The new opening starts with a series of concentric circles forming around the CBS Eye.

The Eye then slides to create a curved area for branding as a translucent curved piece slides across a cityscape shot which changes based on daypart.

This layered curve appears throughout the package, and includes gradients of dark blue and light blue, with a golden yellow stripe and glossy portion.

A new cut of Gari’s Enforcer news music package from Warner/Chappell Production Music is used for the opening.

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The insert graphics follow the design of the opening, with the lower third featuring a simple design that can be one or two lines.

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The package debut also marked the official change of the WCBS-TV logo, which we first reported in March.

Overall, the new package is flatter than the previous, in terms of design style, relying mostly on gradients and translucent elements.

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