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. In late 2007, the "Oh!" was dropped from the logo following NBCUniversal's purchase of the network.
A new logo was introduced on June 8, 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.