Not to be confused with the automobile, GMC.
Gospel Music Channel
On June 1, 2013, GMC TV rebranded as Up to better reflect the channel's programming restructuring to focus more on family-oriented series and films over gospel music-related programs. It was originally going to rebrand on September 1, 2013, but it was moved up to June 1.
Around December 2014, Up quietly introduced a new revised logo. This logo has a more simplific color design than the previous logo and its wordmark is now lowercase.