Branding
As featured in news footage from the 1960s, KCMO branded itself as "Television 5". The branding was simplified to "TV 5" when the Eyewitness News format was adopted and continued into the 1980s. When Meredith separated KCMO radio from KCMO-TV, the "KCTV" calls were adopted based on the familiarity of the "TV 5" branding. A font similar to that of co-owned WNEM-TV was then adopted and a new slogan brought forth: "TV 5 Loves You". The advertised "TV 5" branding ended in 1990 when a new logo was adopted and KCTV took on the "Kansas City's News" slogan simply taking on the "KCTV Kansas City" branding.
Its logo, however, continues to subtly advertise its commonly known former branding, "TV 5", by changing the font of "TV" (as done when the "TV 5" branding was dropped from 1990–1999), bolding the "TV" (as done from 1999–2002), or connecting "T" to "V" (as seen in the current logo). In 1994, KCTV dropped "Kansas City's News" and adopted "In Kansas City, '5' stands for News" as its new slogan. Its newscasts were branded as "News 5". However, it still branded itself as "KCTV Kansas City". The station took on its current "KCTV 5" branding upon a logo redesign in September 1999.
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