The UKTV channels were all rebranded on March 8, 2004. At the same time, U&Eden was initially launched as UKTV Documentary, and spun off a sister channel called UKTV People.
UKTV Documentary was relaunched as Eden on January 27, 2009 as part of a rebrand of all UKTV channels. The new identity was created by Red Bee Media, including four idents.
"Carrying the strapline, “One amazing world. One amazing TV channel”, UKTV tasked Red Bee Media with encouraging viewers to reappraise the fascinating insights brought to them by documentaries when rebranding the channel. The four idents were developed using four different creative routes, based around powerful natural environments; Desert, Arctic, Jungle and Ocean. Each ident draws on the fundamental elements that are found in the chosen environments and are condensed to create an unexpected reality." - Red Bee Media press release
On 29 November 2023, UKTV announced its intention to launch 'U' - a new masterbrand that would unite its family channels and its streaming. Eden rebranded to U&Eden on 16 October 2024.
Launched on 16 July 2024, UKTV's streaming service UKTV Play became U, and its family of free-to-air channels adopted the 'U&...' branding: U&Dave, U&Drama, U&W, and U&Yesterday.
On 16 August 2024, Ofcom gave UKTV a new broadcasting licence for U&Eden to become a free-to-air channel.[1]
U&Eden launched on Freeview on 16 October, replacing U&Yesterday+1.
Gold and Alibi rebranded to U&Gold and U&Alibi respectively on 7 November.
