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MTV Interantional: Identity reboot
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[Image: MTVLogo.jpg]

As part of its new content and creative model, MTV Networks International (MTVNI) is refreshing MTV with a single look and feel to be rolled out across the network’s 64 ex-US channels beginning 1st July 2009. The new look and feel will carry MTV’s signature world class design and production values and further solidify the channel’s position at the dynamic intersection of music, creativity and youth culture.
Through a new system of World and Regional Design Studios, the effort aims to establish greater creative consistency across platforms and geographies, while still maintaining the local relevancy and irreverence at the heart of MTV’s success. The “refresh” is a collaboration between MTV’s creative directors from around the world and its World Design Studio team based in Milan, who partnered with UK-based multidisciplinary studio Universal Everything to execute against their collective vision. This truly unique and international exchange of creative talent was driven by three primary directives:
* Align creative output with the brand’s content and establish an international brand language that is relevant and enticing for a new generation of users.
* Re-evaluate and re-establish the iconic MTV logo and the way in which it is applied.
* Cement the brand’s reputation as a powerhouse in the youth oriented content and creative space.
Key words such as love, joy and desire – feelings which resonate across borders, cultures and languages around the world – were identified as the project’s common threads and inspiration. The result is a contemporary and gravitational look and feel providing consistency among the network’s on-air, off-air and online platforms through:
* A refreshed logo and interface supported by a selection of newly commissioned innovative idents and promos.
* A flexible navigational typographic system, including elements such as speech bubbles, on-screen editorial, download bar and electronic program guide, that takes its cues from the latest technologies and alleviates the need for information-laden promos.
* A punchy colour palette that conveys subtle yet distinct on-screen messaging to create a visually stunning and digitally fluent identity that speaks to today’s multi-tasking audience.
For more than two decades, MTV has evolved, reinvented itself, challenged the norm and detonated boundaries, giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen. The brand stands for so much more than music and ultimately remains the #1 entertainment destination for young people around the world. The intent of the refresh is to embrace change and express what MTV means today. While the brand holds considerable equity and heritage, the past is no reference to the future.
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