Branding
The channel began broadcasting in 1993 as UK Living. This came about as it was established by the firm then known as Flextech (later known as Virgin Media Television and Living TV Group), who also owned a half-share in the established entertainment channel UK Gold.
In 1997, when the BBC and Flextech launched UK Style, UK Horizons and UK Arena to form the UKTV network, it was decided that UK Living would remain a separate channel. As such, it had to remove the 'UK' branding to avoid being confused with the UKTV services; thus UK Living became Living.
Living subsequently launched a website at livingtv.co.uk, and to complement the website's branding, the channel was renamed LivingTV in 2001. This was initially represented on-screen by the addition of the letters 'TV' to the established logo. In a 2004 branding relaunch, the way the name was displayed changed to LIVINGtv.
In a further change in 2007, the channel name reverted from LIVINGtv back to LIVING (still officially spelt all in capitals, though some media write the name in normal case). In 2009, the idents were changed to a 3D logo, with glass on the side of the 'L' in either pink or blue. Other idents show the logo covered in paint, while Livingit adopts a slightly different appearance.
BSkyB announced on 25 October 2010, that Living would be rebranded as Sky Living in early 2011 and moving EPG positions on Sky from channel 112 to 107 after Sky1 and before Sky Atlantic, in order to improve their entertainment line-up.
Read more about this topic: Sky Living