28 CLASSIC MOMENTS ON CBS
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This special event, to be attended by CBS personalities representing decades of popular and beloved CBS shows, will feature salient moments from a spectacular archive of entertainment, news, sports and radio broadcasts. CBS-affiliated celebrity hosts and attendees–as well as some surprise guests–will help showcase some of the most remarkable, informative, entertaining and humorous moments CBS has presented over the years.
The current status of participating celebrities includes:
Entertainment Personalities–Alan Alda, John Amos, Loni Anderson, Lucie Arnaz, Ed Asner, Adrienne Barbeau, Bob Barker, Catherine Bell, Candice Bergen, Valerie Bertinelli, Peter Boyle, Amy Brenneman, Carol Burnett, Dixie Carter, Anthony Clark, Robert Conrad, Tim Conway, David Copperfield, Jon Cryer, Tyne Daly, Ted Danson, Fran Drescher, Patrick Duffy, Georgia Engel, Chad Everett, Jamie Farr, Mike Farrell, Susan Flannery, Bonnie Franklin, Marla Gibbs, Sharon Gless, Linda Gray, Peter Graves, Andy Griffith, Larry Hagman, Valerie Harper, Patricia Heaton, Sherman Hemsley, Howard Hesseman, Hal Holbrook, Ken Howard, Don Johnson, Craig Kilborn, Martin Landau, Angela Lansbury, Anthony LaPaglia, Linda Lavin, Michael Learned, Michele Lee, Art Linkletter, June Lockhart, Marjorie Lord, Tina Louise, Mike O’Malley, Gerald McRaney, Rue McClanahan, Rose Marie, Gavin MacLeod, Donna Mills, Rob Morrow, David Morse, Jim Nabors, Joe Pantoliano, Robert Pastorelli, William Petersen, MacKenzie Phillips, Suzanne Pleshette, Cheech Marin, Mary Tyler Moore, Annie Potts, Joe Regalbuto, Tim Reid, Rob Reiner, Doris Roberts, Wayne Rogers, Gary Sandy, Isabel Sanford, Jane Seymour, Grant Shaud, Charlie Sheen, Tom Selleck, Tom Skerritt, Jean Smart, Susan St. James, the Smothers Brothers, Jerry Stiller, Loretta Swit, Richard Thomas, Joan Van Ark, Dennis Weaver, Dawn Wells, Betty White and Tom Wopat.
News Personnel–Ed Bradley, Walter Cronkite, Steve Kroft, Don Hewitt, Charles Osgood, Dan Rather, Andy Rooney, Morley Safer, Bob Schieffer, Bob Simon, Harry Smith, Lesley Stahl and Mike Wallace. Sports Broadcasters–Boomer Esiason, Phyllis George, Dan Marino, Jim Nantz, Deion Sanders, Pat Summerall and Lesley Visser.
On Oct. 17, 1951, CBS unveiled its new logo, the CBS Eye–which was destined to become an American icon, recognized and respected around the world, and one of the best crafted, most identifiable and most successful corporate symbols in history. The CBS Eye, first seen on the air on Saturday, Oct. 20, 1951 during station breaks, also changed the way corporations of the day designed their trademarks. Over the years, the Eye has been seen in many different colors, sizes and dimensions. But CBS has not tampered with the design. It has been the network’s signature for a half century, and the perfectly balanced design remains unchanged. On that day more than 50 years ago, CBS issued a press release with the simple headline:
NEW SYMBOL, DESIGNED AROUND HUMAN EYE,
FOR CBS-TV A new symbol, designed for the CBS Television Network, and to be used as the network’s identification during station breaks, will be introduced Saturday, Oct. 20 and promoted by top CBS-TV stars during all network cues Saturday and Sunday. The new symbol, shaped like an eye, is set against a background of cumulus clouds. In the center of the eye are the words “CBS Television Network.” The symbol was designed by William Golden, Creative Director of CBS-TV’s Advertising and Sales Promotion Department.
The CBS-TV stars who will take part, via recordings, in the weekend campaign to introduce the new symbol are Jack Benny, Frank Sinatra, Alvin Childress and Spencer Williams Jr. (“Amos ‘n’ Andy”), Clifton Fadiman, Ken Murray, Conrad Nagel, Jack Sterling, Garry Moore, Ralph Bellamy, Steve Allen, Perry Como, Peggy Wood, Robert Q. Lewis, George Burns and Gracie Allen and Alan Young. In the book The Visual Craft of William Golden, Golden described the creation of “my eye.” He said, “Our ‘service mark,’ as the lawyers refer to it, was conceived primarily for on-the air use. It made its first appearance as a still composite photo of the ‘eye’ and a cloud formation photographed from an abandoned Coast Guard tower. You would imagine that a cloud picture is the easiest stock photo to find, but it came as a shock to me that there are almost no useful ones.
“It was originally conceived as a symbol in motion. It consisted of several concentric ‘eyes.’ The camera dollies in to reveal the ‘pupil’ as an iris diaphragm shutter which clicked open to show the network identification and clicked shut.” Golden’s original inspiration came while he was driving through Pennsylvania Dutch country, where he became intrigued by the hex symbols resembling the human eye drawn on Shaker barns to ward off evil spirits. He also came across a drawing in a Shaker art book from the 1850s that also looked like an eye. With the help of graphic artist Kurt Weiss, the first Eye logo was drawn.
As the image became established, CBS President Frank Stanton was determined to keep the CBS Eye in the public eye. He had the clouds removed and emblazoned the symbol on cameras, curtains, buildings, jewelry and rate cards. The next season, when Bill Golden prepared to design a new symbol, Stanton overruled him: “Just when you’re beginning to be bored with what you’ve done is when it’s beginning to be noticed by your audience.” CBS kept the Eye, and not just for one more season.