Oxygen's original identity was developed by Hatmaker. The channel's on-air design was supplied by the same company along with four companies working together; Cuppa Coffee, Crossroads Television, PMcD Design, and Taffetdesign.
- "The final logo reflects the power of suggestion - subtle strength. Parantheses and an all-lower case type give the logo a soft, almost whispering fell, much like the element. The "o" takes on dominance as a perfect circle. In its "vapor" application, the logo is revealed by a changing background, supporting the concept of an ever-present element of life." – from "Visual Thesaurus: A Quick-Flip Brainstorming Tool for Graphic Designers" by Chris Goveia.
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The logo could be in many different colors, such as red, blue, green, purple and pink.
A new logo was introduced in June 2008, replacing the "Oh!" name. The font is a modified version of Times New Roman.
During the Television Critics Association's summer press tour on July 14, 2014, Oxygen unveiled a network rebranding as part of the network's efforts to attract a younger female audience. The rebranding, which features a new logo and tagline ("Very Real"), took effect across all of Oxygen's platforms on October 7, 2014.
- "Oxygen Debuts New Logo and Tagline," from The Hollywood Reporter
A new logo was unveiled on May 11, 2017 to reflect the channel's rebranding as a crime-oriented network. The logo took effect on July 19, 2017.