Imaginary Forces Creates Iconic Branding Identity and Design Language for CBS Sports

Imaginary Forces Creates Iconic Branding Identity and Design Language for CBS Sports
Imaginary Forces (IF) has designed a new logo and branding identity for CBS Sports, the first for the network in seven years.

The show open and graphics package premiered with the start of the NFL season.

IF Creative Director Steve Fuller led the IF team, and worked closely with the CBS creatives to develop a cohesive concept and design language that would translate to any sport including college basketball, pro tennis and PGA golf.

IF created a sports identity based on a shared pulse or wave of experience.

From the athletes to the stadium fans to the viewers at home, all participate in the excitement and tension throughout a game.

The new open personifies this concept with a breathing, living pulse that unifies the iconic graphics and live-action game footage.

An aggressive track with powerful brass drives the visual rhythm, juxtaposing portraits of the top players, archival NFL footage of teams, plays shown in bullet time, and shots of excited fans against stylized red, white and blue graphics, an homage to the new CBS Sports logo.

"The client wanted an on-air identity with a strong cohesive theme," explains Steve Fuller, IF Director.

"The main idea behind the logo was to have hub of energy that would create the pulse waves; it is the electrical engine for each graphic.