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.
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Captain Infinity (1999–2010), KCET's now-defunct mascot that was seen during PBS Kids programming. She was voiced by Dale Evans from 1999–2001, and by Nikki Boyer, until her retirement after 2010.
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.