When the channel was called Skai TV, it was written using Greek letters. It was Latinized and changed to a blue font in 1999 when Kontominas bought it from Ioannis Alafouzos. In September 1999, it became Alpha-Sky before changing to its present name in October of the same year. The logo was retained despite the changes in the channel's name. In 2006, the logo was changed to Alpha, the first letter of the Greek alphabet, to reflect the channel's popularity. The font letters in 2003 changed and a circle was added over Alpha, but the two As (alphas) remain. In 2005, a new version was introduced and is coloured with red. The logo was updated prior to the launch of the 2007-2008 season.