In 1976, following original owner Gaylord Broadcasting (a subsidiary of the Oklahoma Publishing Company, formerly known as the WKY Television System) sold the station to the Evening News Association, WKY-TV changed its callsign to KTVY.
In April 1990, KTVY changed its callsign to the current KFOR-TV; it branded itself as "4 Strong" for entertainment purposes, and as NewsTeam 4 for its newscasts, though the general and news brandings changed to NewsChannel 4 in August 1992, near the end of the "4 Strong" era.
This updated version of the 1997 logo was introduced on August 8, 2008, coinciding with the start of NBC's coverage of the 2008 Summer Olympics in Beijing, China; the "4" logo's color was changed from yellow to blue in this revamp.
Station ID variant (2008–2017)
Version with NBC's "Rainbow Peacock" logo (2016–2017)
Version with reintroduced "Oklahoma's NewsChannel 4" branding (February–August 2017)
4 at 4AM intro (2011–2016)
NewsChannel 4 This Morning intro (2008–2016)
The 4 O'Clock News intro (2011–2016)
NewsChannel 4 at 5:00 intro (2008–2016)
NewsChannel 4 at 10:00 intro (2008–2016)
"4Warn Storm Team" First Weather franchise open (2008–2016)
On August 21, 2017, KFOR-TV moved to a new studio facility next door to its original Britton Road studio (which it had occupied since 1952). Coinciding with the debut of a new set, graphics package and news theme, the station also changed its branding to Oklahoma's News 4, dropping the Channel part of the name after 23 years.