Logos and Imaging
In the early 1960s, WBZ unveiled a new stylized "4" logo, using a distinctive font that had been designed especially for Group W. The logo became italicized in the late 1980s, but remained the same font. It kept this logo for over 30 years until it unveiled its first "News 4 New England" logo in September 1996, a year and a half after the switch from NBC to CBS. The old logo was the longest-used numeric logo in New England television history until WCVB's stylized "5" crossed the 31-year mark in 2003.
The "Circle-4" logo that replaced the original "News 4" logo in 1998 was often referred to on-air by WBZ sports anchor Bob Lobel as "The Circle 4 Ranch." In 2004, WBZ began using using CBS's standardized branding, becoming "CBS 4". In 2007, it dropped the standardized logo and reverted back to being known as just "WBZ", using a new logo with WBZ lettering and the CBS eye contained within a series of squares. A similar logo would later be adopted by sister radio station WBZ 1030. Alongside the introduction of a new set and the CBS O&O graphics package, WBZ introduced a logo combining the 2006 "CBS 4" logo with the squared WBZ lettering below it. However, the "squares" logo is still used as a secondary logo including certain promotions and on monitors in the station's news set.
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