In January of 2016, WBUW began a branding transition in preparation for its loss of The CW affiliation. The station still used the above "CW 57" brand for its entertainment and network programming, but used "Channel 57" for its locally-produced content. This logo and those shown below still appear on some WIFS programming after September 2016.
"Local 57" logo emphasizing the station's locally-produced content
Logo featured on WBUW's news and information programming
Logo for WBUW's sports programming
Early version of the "Channel 57" logo used during 1st quarter of 2016 and still seen on some WBUW-produced programming.
When The CW moved to WMTV-DT2 in September 2016, WBUW became an independent station and unveiled this logo and a new branding, "Wisconsin's 57." The station would adopt the WIFS call sign on December 1, 2016.
Web banner showing WIFS' expanded branding of "Wisconsin's 57 Television."