On October 07 2008, UKTV Gold was rebranded as a pure comedy channel, G.O.L.D., which stands for 'Go On Laugh Daily'.

At the centre of the new identity is an innovative mind map concept, designed to lead the viewer to the programmes at the heart of the channel. Red Bee Media created four idents to complement this, using the G.O.L.D. logo and the acronym to re-enforce the popularity of its comedy programmes.

Andy Bryant, director, creative, at Red Bee Media, commented: "It has been a great experience for Red Bee to be part of this pivotal rebranding project. Building on the success of our work on Dave, the challenge was to apply our expertise in transforming media brands to create three very distinctive channel identities and three launch campaigns. We’re confident they’ll bring more personality and success to UKTV’s outstanding portfolio."

Tom Lucas, director of marketing at UKTV, added: "Red Bee have been great. They really understand UKTV's ambitious creative agenda and have been passionately committed to exploring uncharted creative territory in pursuit of some eye-catching brands."