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CBS Television Network

CBS Television Network
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An image of a black and white eyeball with the words written in red on the black pupil. The background is red.

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Handwritten blue ink partially covered by tape.

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The logo on this button was the original CBS Eye, which debuted in 1951. The creative director, Bill Golden was inspired by hex symbols that resembled the human eye drawn on barns as he drove through the Pennsylvania Dutch county. The symbols were meant to ward off evil. The CBS Eye was created with the help of graphic artist Kurt Weihs.

CBS had been a major media outlet since its inception as a radio network in 1927. By the 1950s, CBS had captured the broadcasting spotlight when it premiered "I Love Lucy" and debuted the first documentary series "See It Now," hosted by Edward R. Murrow. CBS President Frank Stanton felt the need to give the network a distinct identity. Therefore, he requested Bill Golden to design a symbol to represent the network, and the Eye was created.

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