A prototype logo appeared in Martin Lambie-Nairn's video about the BBC's new logo. It was never used as when the channel launched, its logo matched the style used by all other BBC services as at the 1997 corporate rebrand.
BBC Choice was the BBC's main exclusive entertainment channel. It was launched on 23 September 1998, but it was closed at 6 PM on 9 February 2003, due to the launch of BBC Three. A new set of idents were introduced to the channel during 2000 with the short-lived 'Hearts' idents (of which the previous set also had an ident which featured 'Hearts'), then again in 2001 with the 'Blocks' idents.