Viacom CBS rebrands to global streaming service Paramount+

Paramount+ has finalised its rebrand, following its renaming from CBS All Access last year. ViacomCBS, Paramount+’s owners, worked with brand agency loyalkaspar to roll out the new identity and positioning, building on a legacy of innovation and storytelling. The rebrand comes as part of the service’s expansion to feature content from ViacomCBS’ leading portfolio of broadcast, news, sports and entertainment brands.

To connect the brand to its heritage, the team at loyalkaspar rebuilt the peak of Paramount’s iconic mountain from the ground up, crafting a new symbol for the streaming generation. The script and the CTA button make up the base of the mountain, which is sturdy yet flexible enough to anchor different information.

“With Paramount+, we’re excited to establish one global streaming brand in the broad-pay segment that will draw on the sheer breadth and depth of the ViacomCBS portfolio to offer an extraordinary collection of content for everyone to enjoy,” says Bob Bakish, president and CEO of ViacomCBS.

The brand elements, from theatre marquee signs to movie poster displays, pay homage to the cinematic history of Paramount. Similarly, the custom typeface, Peak Sans, is also inspired by  the letterforms of the classic marquee sign. The different blue colours employed over the brand’s history have been unified into one vibrant shade that will acquire equity over time.

The overall entire brand identity pays tribute to Paramount’s history, interpreting cinematic heritage for a modern generation.

ViacomCBS also revealed plans for additional new original series for Paramount+, including ‘The Offer,’ a scripted limited event series from Paramount Television based on producer Al Ruddy’s experiences of making ‘The Godfather’ and ‘The real criminal minds,’ a true crime docuseries based on the hit CBS Televsion series.

Studios Paramount+ will also debut in international markets, starting with Australia, Latin America and the Nordics.