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In 1974, KRON introduced the original version of its current "4" logo, based on the design of the Golden Gate Bridge (the vertical component is a bridge tower, the horizontal component is a portion of the bridge deck, and the curve is a portion of a suspension cable). Station identifications used by the station during the 1970s and 1980s usually depicted the logo hidden in positive space within a full-scale design of the bridge.
On January 1, 2002, KRON-TV ended its affiliation with NBC after 52 years, the result of a 2000 dispute between the network and Young Broadcasting (which bought the station for $823 million in November 1999, outbidding NBC, which previously attempted to buy KRON several times while it was under Chronicle Publishing ownership) during negotiations to renew the affiliation contract set to expire on December 31, 2001, over reverse compensation and management demands inputted by NBC as stipulations for keeping the affiliation.
KRON became an independent station by default, as ABC and CBS already owned stations in the Bay Area, and Fox and The WB were under existing long-term contracts with KTVU and KBWB-TV; the NBC affiliation moved to San Jose-based KNTV.
KRON became a MyNetworkTV affiliate on September 5, 2006. At that time, the station instituted an alternate logo incorporating the MyNetworkTV and "Circle 4" logos for use in promotions for the service's programming.