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By Natalie Mortimer, N/A

July 15, 2014 | 2 min read

UK pay TV comedy channel Gold is readying an new identity and logo to reflect the channel’s “brand benefit of a guaranteed laugh”.

The new look will be reflected on and off air from tomorrow (16 July) and includes a new logo and vibrant idents which reflect the “fresh dramatization” of the entertainment channel.

Created by DixonBaxi, the brief for the refresh was to tap into the emotional benefits attached to watching comedy and draw on viewers’ connection to content on the channel.

Steve North, UKTV’s general manager for Gold, said: “This is a great step change for Gold, which has had a stellar year so far, growing by five per cent. 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.”

The new 'pulley logo' and overall colour palette have been designed to reflect the ‘brighter side of life’, while the tone of voice contains friendly, familiar language.

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

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