Horizon

KCAL: CBS Los Angeles:

I agree. Outside of news, there's no need for CBS News branding nor call letters. But the thing is that the reason why they may use the name of newscasts like you exemplified is for TV guide listings only. There's no way people are actually going to say long names like that.

I mean, the News Organization brand is KCAL News. As I read in the article of the website I guess folks don't like saying, KCAL is a popular brand in the California region, according to CBS brand researchers studying viewership for the rebrand. I'm pretty sure the reason why CBS Los Angeles is in the bug is for when KCAL NEWS airs on the channel, formally known as CBS2 (KCBS). Personally, as I preached in the CBS O&O graphics topic, all stations should be streamlined with the CBS News brand, but it may not be the case for every station. Some may stick with the channel numbers, others may stick with the call letters. Definitely, that's the case with KCAL and their news operations in California.

Some notable takeaways: - Not every station will ditch the channel numbers in the rebranding (congrats to some nostalgic fans, there may be hope) - The graphics will be used with Chyron Prime - The music used is customizable - Rest of the stations will see the new look this Spring

Crossposting my comments from CBS O&O Graphics topic: This is what you call: "How To Act Like an Independent Station, Though You're Still Affiliated," not to mention...O&O. My comments best fitted here. My bad.

This is what you call "How To Act Like an Independent Station, Though You're Still Affiliated," not to mention...O&O.

It literally has inspirations from the CBS Mornings set in New York, like the wide display at the top and the line accents.

Well, the full video of the graphics usage is out with CBS NEWS Bay Area used as an example.

It looks like when it launches this week, KCAL News will not use CBS News LA Branding, but the graphics will have the CBS eye elements. But this set looks nice. https://youtu.be/SzQoL76hWQY

What's so cool about this is that for the first time ever in America (please correct me if I'm wrong), we have a local and national media outlet sharing a design language with the graphic packages. From the CBS Evening News, Streaming, and the locals, they match together. Great identity system.

I agree. It's good to see CBS O&Os streamline its stations with the national CBS News instead of having cluttered brands scattered across the country. And it kinda reminds me of the BBC. They have regional stations tied together as one with their branding, like BBC East, BBC London, etc. So to have streamline branding with the local-to-national target, it's a good thing, IMO. It's also good to see station call letters in the brand as well to still give stations credit and recognition for content they're producing as part of the approach. As for numbers on the old logos, I could be wrong, but some cable companies may not have CBS3, for example, on the actual Channel 3, so it's good to get rid of it as CBS O&O news outlets are not only on cab/sat, but streaming as well. The only complaint is that it's taking forever for the new graphics to come about. We should be seeing them by now.