# Paramount+ new logo (2021)

> Paramount+ launched a new logo in Mar 2021, designed by Loyalkaspar. Mar 2021: CBS All Access relaunched as Paramount+ with simplified Paramount mountain and stars.

## Key facts

- Brand: Paramount+
- Launched: Mar 2021
- Studio: Loyalkaspar
- What changed: Mar 2021: CBS All Access relaunched as Paramount+ with simplified Paramount mountain and stars.
- Why: ViacomCBS said Paramount+ would be one global streaming brand for the broad-pay segment.
- Industry: Streaming
- Logos: https://rebrandlog.com/logos/paramount-plus-2021/before.svg (before), https://rebrandlog.com/logos/paramount-plus-2021/after.svg (after)

## The rebrand, explained

In March 2021 ViacomCBS turned CBS All Access into Paramount+, a global streaming service built to compete with Netflix, Disney+ and Prime Video, drawing on CBS, MTV, Nickelodeon, Comedy Central, news and sport. Chief executive Bob Bakish described it as one global streaming brand for the broad-pay segment. The first international markets were Australia, Latin America and the Nordics.

New York studio Loyalkaspar, which had rebranded Comedy Central for ViacomCBS in 2018, got the job. Chief creative officer Beat Baudenbacher said the team found several different mountains in use across departments, and that the Paramount Pictures and Paramount Network marks were far too detailed for a medium where small sizes are the norm. Countless modern sketches taught them that pushing the peak too far made it look like a mountaineering company. So they worked backwards, tracing the outline, refilling the light and shadow, and aligning the shadow angles with the Paramount script.

Executive creative director Daniel Dörnemann framed the brief as making a heritage brand feel at home in a digital ecosystem. The vertical wordmark borrows from the blade signs outside cinemas, the lockup resolves as a graphic sound stage, and type moves on screen like a camera that pans, dollies and cranes. The custom typeface, Peak Sans, was extrapolated from the script and marquee lettering, and the many historical blues were unified into one. The mountain became a seal of quality for originals and exclusives.

The launch hit an unexpected snag when Reddit users spotted what looked like a stray rounded vector line in the new mountain's shading, inconsistent with its sharp facets. Creative Bloq ran the story under the heading of a logo error, and commenters joked about the wrong final file going live.

NewscastStudio picked apart the name and mark when they were announced in September 2020. Paramount+ joined a crowded field of plus services led by Disney, and since paramount already means higher than anything else, the outlet noted, adding a plus was a superlative bordering on redundant. The mountain kept closer to Paramount Network's version than the film studio's, the ring of stars moved inside the halo and was reversed out, and the stars were cut to 13, one per letter of Paramount Plus spelled out. The plus sign was angled to match the script, the blue drew on Paramount and ViacomCBS, and the tagline promised a mountain of entertainment. The outlet also observed that the CBS name had disappeared.

Despite that, it is a disciplined piece of reduction. The peak is recognisably Paramount, the cinema references give the system texture beyond yet another streaming blue, and treating the mountain as a seal rather than a logo was the right call.

In short: A careful redraw of a Hollywood mountain for phone-sized screens, one stray curve aside.

## Sources

- https://ir.paramount.com/news-releases/news-release-details/viacomcbs-unveils-brand-upcoming-global-streaming-service/
- https://www.designweek.co.uk/issues/15-21-march-2021/loyal-kaspar-paramount/
- https://www.transformmagazine.net/articles/2021/viacom-cbs-rebrands-to-global-streaming-service-paramountplus/

## Cite this

Rebrand Log, "Paramount+ new logo (2021)", https://rebrandlog.com/rebrand/paramount-plus-2021/, last updated 2026-10-20.