On February 3, 2019, coinciding with that day's telecast of Super Bowl LIII by CBS and the unveiling of a new news set, WISC-TV unveiled a brand refresh for the station and its newscasts. The orange "play" button would later become a feature on other Morgan Murphy Media stations, including WKBT-DT/La Crosse, KXLY-TV/Spokane, and KAPP/KVEW in Central Washington.
Logo for WISC-TV's "News 3 Now" and its Channel3000.com website.