TBS (TV Channel) - History - Evolution of The TBS Branding

Evolution of The TBS Branding

Over the years, TBS has had several logos and undergone multiple name changes. As a superstation, the channel was named "SuperStation WTBS" starting in 1979. In 1987, the "W" from the "WTBS" callsign was dropped from the superstation's on-air branding in order to emphasize the channel's national programming prominence, with the WTBS Atlanta signal using the separate branding of "Superstation 17". On September 28, 1989, SuperStation TBS changed its name to "TBS Superstation" to reflect the strong national standing of the channel.

In 1990, the word "Superstation" was removed from the cable channel's on-air branding and promotions, becoming known as simply "TBS"; this continued until December 17, 1996, when TBS celebrated its 20th anniversary as a national service, with the channel reverting its name back to "TBS Superstation" (promotions for the channel's programming during this period often verbally referred to the national feed only as "the Superstation"). The "Superstation" sub-brand was once again dropped in early 2004, with the channel reverting back to being branded as simply TBS, months before it adopted a new logo that rendered the channel's name in lowercase.