In 2009, UKTV's rebrands came to their factual channels. UKTV History was renamed Yesterday on 2 March 2009, the new tagline was "Where the past is always present". Red Bee Media was behind the new look and produced six new idents.
On 29 November 2023, UKTV announced its intention to launch 'U' - a new masterbrand that would 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, Gold and Alibi, rebranded to U&Gold and U&Alibi on 7 November, with U&Eden being the first while becoming free-to-air in 16 October.[1]