FX USA's Launch Branding Package

On 1st June 1994, Fox Broadcasting launched its second channel and first cable channel, branded as "fX" (now as FX) in the United States. The initial purpose of the channel was to air rebroadcasts of classic television shows from the 1960s, 1970s and 1980s as well as live and informal programs centered around subjects of interest to the general public - like morning talk, collectibles, pets, and music. For the channel's branding, FOX consulted Hatmaker Studios (now a fully integrated part of Corey McPherson Nash). In October 1994, another channel - FX Movie Channel was launched, followed by FXX in 2013, acting as an overflow channel to the original FX channel.

Promos and General Presentation from FX's Original Branding Package

Hatmaker created a logo that reflected the channel's personality, they described the channel as "real and tangible, and never high-tech, flashy, or overly-produced", the multi-coloured logo was created in a way that can be adapted to any scene and at the same time reinforces the channel's connection to Fox Broadcasting, its parent company without using its more common, network, three-initial, name form. According to Hatmaker, The lower-case 'f' on the logo is informal and inviting, like the channel itself; the capital 'X' is a reference to the klieg lights/searchlights found in the 20th Century-Fox logo; and the box shape of the logo represents a television set.

As "fX" aired a mix of live, original shows, hosted by real people, along with the most popular television shows of the recent past, Hatmaker came up with a bright and varied colour palette, and a typeface that would work well in black or white called "Felt Tip" developed by Mark Simonson in 1992.

The network presentation was shot on film in all kinds of natural settings - from cities to forests to beaches - they became a strong element in the overall look. Overall, the fX's identity was designed in such a way as to make it easy for any designer or producer working for "fX" to use the same basic elements in a consistent way.

Over the years, the channel has evolved into something different, in 1997 the channel rebranded with a new completely uppercase logo (much closer to the one still being used today) and became a channel for men aged 18 to 49 airing reruns from the main FOX network, then in 2002 onwards the channel was known for original drama such as The Shield, Nip/Tuck, Sons of Anarchy, and Rescue Me and also the comedy series It's Always Sunny in Philadelphia. International versions of FX also launched in different countries around the world such as the UK in 2004 (became FOX in 2013), Australia (closed in 2018, programming moved to FOX Showcase), Greece (became FOX in 2012) and in Portugal (became FOX Comedy in 2015).

On 20th March 2019, The Walt Disney Company acquired a majority of 21st Century Fox's assets which included FX, the channel is still producing original programming as well for the Disney majority-owned streaming service - Hulu which as a dedicated FX section. Recently, Disney has being removing any references to FOX in its acquired assets, it's likely that because of FX's ambiguous name, they chose not to rebrand it. The logo doesn't have to mean "FOX" but another word such as "effects" which is usually shortened to "FX" by movie studios.