In North Carolina, Greenville-New Bern-Jacksonville NBC affiliate WITN-TV 7 made a sorely-needed update to their look a few years before the official conversion to digital and dropped references to channel 7, with the logo simply saying WITN with the NBC peacock logo. They're on UHF 32 now. Fox simulcast WFXI, channel 8 in Morehead City (remains on VHF 8) and WYDO, channel 14 (now UHF 47) in Greenville now brand as "Fox Eastern Carolina". Down the road in the Wilmington market, Fox affiliate WSFX channel 26 (DT 30), is similarly "Fox Wilmington". In Charlotte, Fox affiliate WCCB, channel 18 (DT 27) has been "Fox Charlotte" for several years before the DTV switch, while My Network affiliate WMYT (analog 55/ DT 39) uses their cable channel and brands as "MyTV 12". I don't think PBS station WTVI makes any reference to channel number (they were UHF 42 analog and are now VHF 11 digital)
In Raleigh-Durham-Fayetteville, My affiliate WRDC remains digital on their longtime analog channel, UHF 28, but brands as "My RDC"
In the Greensboro-Winston Salem-High Point market, TCT station WLXI, formerly on channel 61, now uses their digital UHF 43 on-air.
Statewide PBS network UNC-TV brands as such, but when they run the "Roll call" of their 12 transmitters, they show the familiar analog positions for the 11 stations that were on pre-2009 (the twelfth, WUNW-TV 27 in Canton, of course, never had an analog channel).
After the initial scan, the PSIP technology is supposed to make the over-the-air digital stations appear at the same spot on the dial as they did in the analog era regardless of what physical channel at which they operate.