UKTV has unveiled a brand refresh for Gold, which will go live, both on and off-air, tomorrow (July 16th).
The brand refresh includes a new logo (pictured, right) and on air identity which UKTV said reflected the channel’s promise of a “guaranteed laugh” and “how watching Gold makes viewers feel”. As part of the refresh, there are eight new idents (see example below) and 18 sets of menus, all of which change on a daily basis.
Gold’s Senior Brand Manager Sarah Yeoman led the refresh of Gold’s brand, for which brand agency DixonBaxi was brought on-board. The agency designed the new visual identity to encourage those who come to the channel for special occasions to sit down and enjoy a guaranteed laugh on a more regular basis. UKTV said that DixonBaxi had delivered “a fun” look which was designed to challenge over-seriousness and aims to brighten up a person’s day whilst also reflecting the ‘brighter side of life’.
“This is a great step change for Gold, which has had a stellar year so far, growing by 5%”, said Steve North, General Manager of Gold. “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.”
Aporva Baxi, DixonBaxi’s Co-founder and Executive Creative Director, commented: “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.”
While UKTV’s Marketing Director, Simon Michaelides, added: “The bold new look and updated identity cements Gold’s popular content and the channel’s on and off air communications around an already strong brand. It will enhance its entertainment proposition and widen the audience it reaches.”[jwplatform DCmcYA1q]