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CBS

William Golden1951

On Saturday 20 October 1951, CBS Television unveiled its new logo in station breaks voiced by a range of the network’s stars. Jack Benny, Frank Sinatra, George Burns and Gracie Allen each intoned that viewers should ‘keep your eye on this eye’, while the star of the popular Man Against Crime detective series, Ralph Bellamy, assured that this new look was ‘the sign of exciting TV’. The broadcaster’s new ‘eye’ symbol epitomized not only clean, modern design, but also the dominance of the television age over radio – at CBS, the two parts of the business had separated that same year. But despite its forward-looking credentials, the inspiration for the eye’s creation harked back to the superstitions of nineteenth-century America. ...

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