1997 saw the channel's first major rebrand since the 1980s, with a new logo emphasizing the "SHO" part of the network's name within a circle (intended to be a spotlight), playing into the channel's common acronym in listings services like "TV Guide". A new slogan, "No Limits" (in reference to the fact that as a premium channel, Showtime could push the boundaries of programming without censorship, as well as offer the type of exciting programming that appealed to subscribers), and a bold red-and-black color scheme was instituted, with promotions and bumpers feature surrealistic imagery; the campaign was created by the newly formed in-house marketing and advertising agency, "Red Group".