1997–2000
WE tv was originally launched as Romance Classics in 1997. The logo featured an arrow behind a heart.
2000–2006
In 2000, the channel overhauled itself, renaming itself WE: Women's Entertainment and competing directly against Lifetime.
2006–2010
In 2006, WE: Woman's Entertainment was rebranded and became simply WE tv. The WE text was changed to green instead of blue.
2010–
In 2010 We TV gained yet another revranding. The logo is now pink and orange, the slant is dropped, the E looks capitalized and TV is lowercased, causing the channel to be from We TV to WE tv.