E! was originally launched on July 31, 1987 as Movie Time, a cable channel that featured movie trailers, entertainment news, event and awards coverage, and interviews.
On June 1, 1990, Movie Time was relaunched as E!, and debuted its now-iconic exclamation mark logo for the first time.
On July 9, 2012, E! under went a major rebranding effort; it included the introduction of a revised logo (replacing the one that was used since 1990), removing the exclamation mark background (though retaining the lower square underneath the "E"), and a new slogan, "Pop of Culture".