The current incarnation of the channel - which originally launched as 'UK Gold' on 1st November 1992 - was unveiled on 7th October 2008. The name became G.O.L.D. and the channel's tag-line was to be the backronym 'Go On Laugh Daily'.

In Spring 2010, the name reverted to simply 'Gold', though the idents still feature the slogan within the logo. However in Summer 2010, a new tag-line was introduced - Stick Something Funny On' and, along with it, a brand new ident.