KCET launched a new on-screen identity and a new slogan, Infinitely More, in 1997. A new font was selected and the letters "C" and "E" are connected together shaped like an infinity sign.
When KCET was unable to reach an agreement to continue being a PBS member station on October 8, 2010, it planned to become independent effective January 1, 2011 and made changes to the logo. The logo was given a 3D look and the font was slightly altered. The same day that KCET launched a new logo, it launched a new slogan "Rethink TV" as well. From December 2011 to November 2012, the slogan was changed to "Where the Story Really Gets Good". The long-time slogan "Infinitely More" returned in November 2012 and was used until recently, when it adopted the slogan "Local. Global. Connected.".
In April 2018, KCET announced a merger with KOCE, the market's primary PBS station since KCET went independent in 2011. After the merger, it returned to PBS as a secondary member station.