February 16, 2008, a new logo was launched on the U.S. network as part of a rebranding effort. While the trademark "H" was kept, the triangle shape on the left acts as a play button for animation and flyouts during commercials and shows. On March 20, 2008, as part of that same rebranding effort, the History Channel dropped "The" and "Channel" from its name to become simply "History".

In 2012, half of A&E would be purchased by the Walt Disney Company and the other half by Hearst Communications,