Gold is one of the most watched pay TV channels in the United Kingdom. Founded in 1992 and initially dedicated to archive BBC programmes it has shifted over the years to a schedule largely made up of comedies and sitcoms. Today, the channel is launching a new look, created by London-based DixonBaxi who worked with Gold over six months on everything from brand positioning to visual identity.
The new brand positioning was expressed as "Where Funny Takes You", and the new identity is built to convey "how funny makes you feel". The new logo is a "pulley" that folds out and is designed to act as an incentive to participation, you should want to tug at it. A similar effect is used for different words that appear in "statement bumpers".
Idents feature various jolly and optimistic shots of situations and objects, enhanced by thematic music. Everything is using a bright and happy colour palette, designed to reflect the brighter side of life.
"Our mission was to create a visual identity for Gold that invokes the way ‘funny’ makes you feel. It's infectious and mood changing, so we thought about how great it would be to spend more time feeling like this. We're proud to work with UKTV to create a vibrant and unapologetically feel-good brand within their network." - DixonBaxi's Aporva Baxi in a comment
Overall, DixonBaxi have delivered eight idents, twelve statement bumpers and 18 menu graphics, which is enough to allow for daily variation. The aim of this rebrand was to encourage those who tune in occasionally or to watch special programmes to make watching Gold a more regular habit.
More from a DixonBaxi press release:
"The brand refresh will see a significant change to the on-screen offering including a new logo and vibrant idents and graphic package designed to delight and remind the audience how funny makes them feel.
DixonBaxi have created a fun, optimistic, infectious look that challenges over-seriousness for a simply brighter day. The new ‘pulley logo’ is an invitation to participate - more than a tag - it’s an active trigger attached to the content and real life - pull it and see where funny takes you.
The palette reflects the ‘brighter side of life’, while the tone of voice is full of big, chewy language that’s friendly, familiar and sometimes a bit made up. Seen in the graphic bumpers, the words pop-up in response to a cheeky tug on the logo. The idents are an eclectic and visually rich mix of shots that feature instantly recognisable metaphors that are fun and uplifting."