The identity for Gulli was developed by the French company Dream On.
The press kit that was released before the launch includes this explanation of the logo and the identity, entitled le système G ("the G system"):
- "The identity and logo of Gulli plays with the letter G: an initial object, a cell always in motion that symbolises growth and evolution, a window that opens to the world, an entry key to the channel..."
In 2010, Gulli started broadcasting in widescreen and introduced a new identity, created by Gédéon. The G from the logo was still in the center, but the graphics would now feature more live action and a more detailed computer animation modeling.
The logo stayed mostly unchanged, although it was given more depth and went through slight colour and gradient modifications.