For more than 100 years, the Paramount Pictures brand identity—the name, the mountain, the halo of stars—has signaled a world-class entertainment experience. Now, a digital-first reinterpretation created for ViacomCBS’ streaming service builds on the innovative legacy of the Paramount brand and carries it into the streaming era.

The Paramount+ streaming service will launch in early 2021 as a rebrand of the company’s current streaming service, CBS All Access. It will feature content from ViacomCBS’ portfolio of broadcast, news, sports, and its popular entertainment brands, like MTV, BET, Comedy Central, CBS, Nickelodeon, and the Smithsonian Channel. Additionally, the service will feature movies from Paramount Pictures. ViacomCBS will also bring Paramount+ to international markets with an initial debut in Australia, Latin America, and the Nordics.

Some of the originals announced include Lioness, a spy drama created by Yellowstone creator Taylor Sheridan, a new edition of Behind The Music, a revival of BET’s The Game, and The Real Criminal Minds, a docuseries based on the hit CBS Television series. Paramount+ will also feature The Offer, a scripted series based on Oscar-winning producer Al Ruddy’s experiences making The Godfather. The 10-episode limited event is written and executive produced by Oscar and Emmy-nominated Michael Tolkin. Ruddy will also serve as executive producer alongside Emmy-winning producer Leslie Greif, who will also serve as a writer on the series.

The brand has been proven to resonate with consumers around the world. According to internal brand research, Paramount has near-universal brand recognition and high affinity. For example, according to survey results, 99% of people in Spain, 98% of people in the U.K., 96% of people in the U.S., and 90% of people in Mexico are aware of Paramount. In the U.S., Argentina, Brazil, Germany, Spain, the U.K., and Australia, well over 90% of people said they had a positive view of the brand.

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A Future-Forward, Digital-First Design
For the Paramount+ logo, ViacomCBS wanted to leverage the recognizable elements of the Paramount Pictures logo while ensuring it would come across clearly on digital platforms.

“The goal was to ensure we would still have that recognition and the benefits and equity of the legacy Paramount brand but update it so it can stand on its own to represent the new service. It was important that the new logo be reductive enough to work across digital platforms and applications to carry the Paramount identity forward into the streaming space,” says Tammy Henault, SVP of consumer marketing for ViacomCBS Digital.

The DNA of the Paramount logo is made up of four main elements: The stars, mountain, script, and color. Each of these elements was retained and modernized for Paramount+.

The number of stars was reduced to 13—a star for each letter used when spelling "Paramount Plus." The size of the stars has been increased slightly to come across more clearly on phone apps, push notifications, and other digital applications, according to Sarah LaBrache, who serves as the SVP of creative marketing for Viacom CBS Digital.

Other changes that were made when considering digital applications of the logo, included the detailing on the mountain, or even the spacing between the classic Paramount script. LaBrache explained that keeping the mountain similar to the one in the curtain raiser video, which plays as the introduction before every Paramount Pictures film, was important, so designers traced the outline of the mountain and altered the shadows in order to create the most optimized version.

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