The basic design of this '4' has been used by the station since 1968, with many secondary design element changes along the way since.
In 1989, Loyola sold its media properties to different owners. WWL radio and its FM sister station, WLMG (101.5) were purchased by Keymarket Communications, while WWL-TV's employees formed a group called Rampart Broadcasting (named after the road, Rampart Street, where the station's studio facility is located). Led by general manager J. Michael Early and longtime news director and station editorialist Phil Johnson, the employees group bought the station. It was the first (and thus far, only) time that an employee-investor group acquired a U.S. television station. (CHEK-TV in Victoria, British Columbia, Canada was similarly acquired by an employee-led group in 2009, which narrowly avoided the station's shutdown). When Dallas-based Belo Corporation purchased channel 4 in 1994, it ended its status as a locally-owned station (rival station WDSU-TV was purchased by the Cosmos Broadcasting subsidiary of The Liberty Life Insurance Company in 1972).
Similar to the 1997 and 2003 logos, only updated for high-definition and deemphasized the 3D elements.