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In 2008, the channel launched a new branding campaign built around the theme There Is No Box, which was influenced by the phrase " outside the box " and refers to how the channel's programming goes beyond the box concept, as well as a pun on the channel competing against premium channels such as HBO, with its original programming.

The channel's logo changed on December 18, 2007 and uses only the FX letters for branding by removing the klieg light logo box to the left.

The new branding included an advertising campaign, featuring a post-game ad for the channel during Fox's coverage of Super Bowl XLII.

The song that is used in the promo commercial is " You Give Me Something " by James Morrison.