UKTV is to roll back the clock five years and put "UKTV" back into its on-screen branding.
The pay-TV company opted to phase out its corporate brand from on-screen in 2008, after having built it into a household name over the previous 11 years, as part of a strategy to focus on building individual channel identities.
UKTV dropped its name from each of its 10 TV channels – such as UKTV Gold – and instead relaunched each with a distinct name.
A two-year rebrand programme, led by current Channel 4 chief executive David Abraham, saw the channels given names such as Dave, Home, Watch and Yesterday.
The company, a joint venture between BBC Worldwide and US media firm Scripps, is now aiming to reintroduce the UKTV brand as an "emblem of quality and creativity" to highlight the range of its portfolio.
A strapline of "Imagine More" will also be introduced when the new brand is launched on 26 March.
Darren Childs, chief executive of UKTV, admitted the company had "lost something" of its identity when the UKTV brand was phased out.
He said that while the company operated more TV channels than household names like ITV, the BBC and Discovery, "people often don't know we are behind the range of channels that we are".
"We are not going all the way back to how it was, this is an evolution," he said. "Sometimes you don't get the credit as a company when each channel is perceived as a standalone brand. This will be a more visible mechanism to tie our channels together, like a kitemark."
Under Childs, the former managing director of BBC Worldwide Channels, UKTV has increased its annual expenditure on TV programming by about 25% to around £100m.
"Increased investment is rewarding risk-taking and innovation, and that is showing in our ratings," he said. "We live and breathe by what is on screen."
UKTV channels air shows including Dynamo: Magician Impossible, Goodwin and Yes, Prime Minister and takes about 8% of all TV ad spend in the UK.
The UKTV brand is also set to be used to allow the introduction of an upcoming umbrella video-on-demand service.
UKTV's new logo and brand assets have been designed by Landor Communications.
Virgin Media sold its 50% stake in UKTV to US TV company Scripps Networks in August 2011 in a deal worth £339m.
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