In a bold move, CBS is shaking up its local news branding in Los Angeles, leaving some viewers wondering: Is this a fresh start or a confusing twist? CBS drops the 'KCAL News' brand, opting for a unified 'CBS News Los Angeles' identity for its owned stations, KCBS and KCAL.
But here's where it gets interesting: Back in 2023, both KCBS and KCAL rebranded as 'KCAL News,' emphasizing the independent station's call letters. Executives believed this would capitalize on the 'KCAL' name, pronounced 'kay-cal,' which had become familiar to L.A. viewers. However, this decision may have been a double-edged sword.
The stations also used the name 'CBS Los Angeles' alongside the KCAL branding for their newscasts, which were produced by the same team. The logo featured the KCAL letters in a box alongside the L.A.-centric branding in the network's signature font, TT Norms. Interestingly, in some instances, like TV listings, the word 'News' was omitted, resulting in titles like 'CBS LA at 10 a.m.'
The shift to the 'CBS News' format began in 2023 and was part of a broader initiative to rebrand the entire network and its news divisions. KCBS and KCAL were notable exceptions, though their local streaming channel used the 'CBS News Los Angeles' name. In other markets, the legacy newscasts and streaming services shared a unified name, similar to the network-level 'CBS News' branding.
With the rebranding, the stations updated their graphics to showcase the 'CBS News Los Angeles' logo, now featuring the iconic CBS eye. The on-screen bug is enclosed in a rectangle with yellow and blue accents, inspired by the California coastline. This color scheme is also seen in other elements of the on-air look.
The stations are often referred to as 'CBS LA' on-air, in TV listings, and in limited-space scenarios. Despite the name change and color update, the newscasts' overall look remains largely unchanged. This localized customization is not uncommon within the CBS group, as seen with KYW in Philadelphia and KDKA in Pittsburgh, which have unique color palettes, and WBBM in Chicago, which added stars inspired by the city flag.
CBS News and Stations have embraced local stations' freedom to adapt the network package to their markets. The departure from 'KCAL' simplifies the branding, but it's a delicate balance. While using 'KCAL' creatively combined both brands, it may have been time to move on after three years, as viewers were accustomed to seeing 'KCAL' and 'CBS Los Angeles' together.
CBS's broader branding strategy under the 'CBS News' umbrella was ambitious, but it faced challenges. Before the 'CBS News 24/7' transition, differentiating between the network news division and its streaming service was unclear. Executives aimed for unification, but consumers seem to prefer distinct branding for different platforms.
From a production perspective, sharing news branding between KCBS and KCAL makes sense, as some broadcasts appear on both channels. However, the independent station in the duopoly retains the 'KCAL 9' name, adding a layer of complexity to the branding story.
And this is the part most people miss: While rebranding can be a powerful tool, it's a delicate dance. How much should a network push for uniformity, and when should it embrace local flavor? Share your thoughts below, and let's spark a conversation about the art of branding in the media landscape.
