More4 was launched on 5 October 2005. The logo consists of four blocks that form a 4 numeral, with the letters M, O, R and E in each of the blocks. The logo and channel's identity was designed by the London-based agency Spin in collaboration with 4Creative. The logo uses a custom font which was designed by Fontsmith.
As More4 shifted to lifestyle programming on 23 January 2012, the channel revealed a new logo that was announced in November 2011. The idents featured colourful moving "scrapbooks" and were installed in places such as a staircase, a cafe window, and an abandoned boat located on a Dungeness beach. ManvsMachine designed 400 scrapbooks along with Jason Bruges Studio to be used in the idents.