The definition of “gold” in the dictionary says that gold is a yellow metallic element. This could be why the logo is yellow.
Another reason could be that the name Gold is referring to music, not the colour gold. Such as golden music, the best, true gold.
The gold logo looks better.
Agreed, but that wasn’t your question. 
No one has said much about what will happen to Gold 104.3’s audience in Melbourne if they start introducing contemporary music. And will they drop all of their 80s hours/weekends etc.
Seems like WS has had a different music mix lately to 104.3.
To be fair, making your playlist smaller (such as only doing 80s) on weekends is a pretty poor programming decision when you both have more room to play deeper stuff and that the station is more likely to be turned on for BBQs/parties etc
It’s been a LONG time since I’ve heard anyone do that… It’s all Spotify and MP3s now.
I’m just guessing but I’d presume that there are also work radios tuned to WSFM that operate on weekends as well.
It’s a tiny cost to register the various domains to avoid squatters - ARN have kiis1023.com.au/kiis961.com.au as well, with both those rebrands possible but unlikely.
I agree.
I’m a big fan of mixing old and newer songs, provided it’s the right new music. Stations like Breeze do it very well IMO and sound great with music spanning from the 60s to now.
That’s one of my issues with Smooth these days in that the music is too narrow and too focused on the 90s.
Gold could sound great with a core playlist of 80s and 90s and 00s with just a sprinkle of 70s and current hits.
The radio networks own a huge number of unused domains to protect their brands and potential future moves.
ARN have owned the “Gold” domains for a number of years. They also have gold693.com.au being the 4KQ frequency - obviously that’s off the cards now. However it doesn’t look like ARN have registered KIIS or Gold domains for any of the regional stations.
That Gold logo is quite ugly, especially the “G”.
I know that a good logo should only use a few colours but banana lolly yellow?
I have always been amazed in Sydney when people say they listen to WS or WSFM. It’s so unique. I know it stands for “Western Sydney” but it’s cool when people call it WS.
Gold is so blah.
It fits in perfectly with radio in the 2020s.
Banana Lolly Yellow FM - or BLYFM for short? 
Blows my mind they didn’t keep the current font for the logo. Think the Cruise treatment comes up really nice
here’s my question - I get why they might have not seen it as a worthy investment in redesigning Cruise’s logo, but surely for the sake of brand consistency, it wouldn’t have been that much more time and money to make a similar new logo for Cruise?
agreed though, the current font does work well
Yep, I have to agree with you on that one. This logo was essentially from a time when ARN really cared about the look (and appeal) of their logos. Shame they’re changing it to a blander, uncreative 2D one. The new logo will definitely appeal to the uncreative generation though. 
The change to 2D or flat logos is a widespread design trend What's the Deal With All Of These Flat Logos Anyway? – PRINT Magazine
“The place where most brand interaction is happening these days is on your phone, so having a logo that’s flatter and simplified allows it to scale down to mobile sizes and allows it to be more flexible and change color. The brand can take it and reimagine it in different ways—give it motion, give it more life. All of that is easier when your logo doesn’t have seven different textures. It’s not chrome or doesn’t have shine.” Simply put, flat logos are more malleable, easier to work with in different ways, and modify.
There’s other colour usages already -
It’s dull - but it’s not like the yellow version is the only one that exists.
Even if they went 2D, they should have kept the gold colour (with grey or white print) and the font.
TBH the black & yellow is more impactful and appealing to a younger audience, which is what ARN want.
As I mentioned above, it’s not uncommon for ARN to do this and “relaunch” this network every few years.
How else can you position yourself as a classic hits station without going stale playing the same music again & again (which I’m finding the eastern Triple M’s are facing right now).
