All UKTV channels got a new look, commissioned from Lambie-Nairn, on May 8th 2001 (with an exception of Play UK, which got a new look in November 2000).
UKTV Gold changed its name to G.O.L.D. on 7 October 2008 as part of a major rebranding of UKTV's channels, where every channel would get a distinct name. The new look was created by Red Bee Media.
On 29 November 2023, UKTV announced its intention to launch 'U' - a new masterbrand that will unite its family channels and its streaming.
Launched on 16 July 2024, UKTV's streaming service UKTV Play became U, and its family of free-to-air channel adopted the 'U&...' branding: U&Dave, U&Drama, U&W, and U&Yesterday.
UKTV's pay channels will transition to U&Alibi, U&Eden, and U&Gold at a later date.[4]