The UK’s home of classic and current comedy programming, GOLD, is to unveil an updated on air identity and logo, which reflects the channel’s brand benefit of a guaranteed laugh. The change will be reflected on and off air from tomorrow, 16th July 2014.

“This is a great step change for Gold, which has had a stellar year so far, growing by 5%*. The updated brand identity epitomises the programme schedule and reflects Gold’s remit to appeal to a broad audience who love the best British comedy shows ever made as well as new originations such as Porridge: Inside Out, and the highly anticipated broadcast of the last ever Monty Python Show live from the 02.” – Steve North, UKTV’s General Manager

The brand refresh will see a significant change to the on-screen offering including a new logo and vibrant idents which reflect the fresh dramatisation of the popular entertainment channel and how watching Gold makes the viewer feel.

Led by Gold’s Senior Brand Manager, Sarah Yeoman, brand agency DixonBaxi was brought on board to develop the brand’s visual identity, designed to encourage those who come to the channel for special occasions to sit down and enjoy a guaranteed laugh on a more regular basis. Yeoman’s brief asked for the creative to tap into the emotional benefits attached to watching comedy and draw on viewers’ connection to content on the channel.

DixonBaxi has created a fun, infectious look that challenges over-seriousness and aims to brighten up a person’s day. The new ‘pulley logo’ and overall colour palette have been designed to reflect the ‘brighter side of life’, while the tone of voice is full of friendly, familiar language.

The live action idents consist of a visually rich mix of shots that feature instantly recognisable metaphors that are fun and uplifting. There are eight idents and 18 sets of menus, all of which change on a daily basis.

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