E!

1987–1990


E! Entertainment Television originally launched on July 31, 1987 as Movie Time, a cable channel that featured movie trailers, entertainment news, event and awards coverage, and interviews.

1990–2012
On June 1, 1990, MovieTime relaunched as E!.

2012–present


On July 9, 2012, E! Entertainment Television under went a major rebranding effort. This included the introduction of a revised logo (replacing the one that was used since the 1990 relaunch of MovieTime as E! Entertainment Television), removing the exclamation mark background though retaining the exclamation point underneath the "E", and a new slogan "Pop of Culture".