ðə stˈeɪʃən ɐdˈɑːptᵻd ðə jˈuː æz ɪts aɪdˈɛntᵻɾi,  jˈuːzɪŋ ðə sˈeɪm mˈɑːnɪkɚ ænd lˈoʊɡoʊ æz ˌʌnɹᵻlˈeɪɾᵻd stˈeɪʃən dˈʌbəljˌuːsˈɪuːtˌiːvˈiː ɪn ʃᵻkˈɑːɡoʊ.
The station adopted The U as its identity,  using the same moniker and logo as unrelated station WCIU-TV in Chicago.