Compared to the old logo, it's sleeker, and has a more modern design. CBS Sports is also creating a new on-air graphics package that will debut as part of the network's Super Bowl week programming.

Passant, who came to CBS News on Logo from Newspath, the 24-hour affiliate news service of CBS News, stresses that the broadcast doesn't inject any editorializing into the final product.

In March, Time magazine did a story about the evolution of corporate logos, showing how Starbucks, Nike, Kentucky Fried Chicken and Pepsi, among others, changed, while CBS hardly did at all.