First launched in 1992 as UK Gold and serving mainly to broadcast classic series from the archives of its owners, BBC and Thames Television, and part of the UKTV network since 1997, Gold (as it is now known) is a comedy channel “dedicated to celebrating the best of British comedy” broadcasting reruns of shows like Absolutely Fabulous, Bewitched, and Happy Days as well as original programming. This month, Gold introduced a new logo and idents created by London-based DixonBaxi.
The new “Pull Me” 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.
It’s funny — ha! I guess that’s the point of this, right? — I have no idea what exactly the pulling tape device is supposed to be or represent or if there is some sort of device that has such a system where a strip of cloth comes out of. Maybe it’s a UK thing. But back to what I think is funny is that I feel like I also know exactly what it is. Sort of. It feels like the wind-up device of a toy, like getting a paper prize out of some Chuck E. Cheese arcade, like the production tag on a stuffed teddy bear, like ribbons and pennants at a carnival, etc. Feel-good things. Without being anything in particular, it’s a lot of different things that trigger good memories. The pulling sound, as you’ll hear in the video below, is what makes it work as funny, too.
There isn’t much to it, is there? But it’s amazing how good it feels to look at all those silly things. I mean, squishing a gummy bear? Sprinkles on an ice cream? Falling Jell-O? These are such simple pleasures, brought effortlessly together in smile-inducing idents.
In the more formal applications, like advertising, the tape gets a little lost in the kerfuffle of text and images and doesn’t seem as well resolved coming off the bands of color but the big condensed and colorful sans serif looks quite nice. Overall, it’s a fun take on comedy channel branding that relies more on triggers for joy than trying to land a punchline every five seconds.