On March 8, 2004, all channels started using the UKTV prefix. The 2003 idents were kept, but using the new logo. The channel closed down on October 14, 2007, to make room for Dave on Freeview & UKTV Style +2 on Sky and were replaced with Watch, which launched on October 7, 2008.
February 13, 2012 (continuties only) March 9, 2012 (on-screen)
A new logo was revealed on 23 January 2012, to be launched on 13 February 2012, but only the promos, DOG and ECP changed on that date. The complete launch was moved to 9 March 2012. The rebrand was done by DixonBaxi.
White background with the blue logo
Dark background with the blue logo
Blue background with the dark logo
White background with ice with the blue logo, used for Christmas 2016-2018
On 15 January 2016, UKTV announced that it would overhaul Watch on 15 February, introducing a new brand – W (short for the previous name "Watch") – with a slate of original peak-time dramas, documentaries and lifestyle programming. W air a same day repeat of BBC One's EastEnders, effectively replacing the BBC Three repeat when that channel moved online.
On 28 March 2022, W launched its new look as it went onto free-to-air channel, ditching its 2016 logo after 6 years. Their tagline was also updated, now called "Life Unfiltered", to target the audiences for women between 25-44 ages.