I Want My (Their) MTV
July 1, 2009 • 10:13 am • POSTED BY adamrgarcia
This morning, Creative Review released a behind-the-scenes of the new MTV “refresh.” Overseen by motion powerhouse Universal Everything in concert with a cadre of MTV Creative Directors from the around the world, the brand refresh strips the logo of all of it’s dynamic, chameleon-like metamorphosizing and leaves it black and white. Always.
It seems like over the last few years they’ve been doing a great job of branding the MTV logo as a being in itself, which, although a little schizophrenic, seemed to parallel the inherent identity issues that result from pop culture and MTV inundation (irony at its best.) In the rush of online collaboration and user-generated content, MTV’s blogs did the same, to remarkable effect. The new refresh seems to be a reigning in and backlash to some of those ideas by stripping the MTV of any kind of change. I presume it’s just a phase.
Check out the Creative Review article here.
I’ve always thought that for brands like MTV, Urban and Burton that it made sense to have logos that could morph and change to reflect what is going on within the culture of the brand. I really wonder if in several years MTV will still be using these new rules.
I like it. I think it allows all of the other stuff whether it be titles of songs/promos/tv shows/ what have you, to stand out on its own while the good old faithful logo is always there- like an old friend.
I must say though, I used to love the little animated shorts MTV would play using their logo. These are not my particular favs but only two I found on YouTube (Swallowing faces one is crazy!):
http://www.youtube.com/watch?v=J_cuEmshHq4&NR=1
http://www.youtube.com/watch?v=BRwm0DRhSug
Located a few more:
http://www.youtube.com/watch?v=Do77e6UXKC8&feature=related
http://www.youtube.com/watch?v=yil9RksgqK8&feature=related
I love the flexibility of the MTV logo through the years. It’s become something most logos look to achieve.. timeless.
As for MTV’s hiring practices within their in-house design department. That needs major work. I have scratched that off as places I’d love to work.
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