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On July 1st this year, MTV rolled out a new look across its network of 64 international channels. The refresh is a collaboration between the network and Universal Everything and is the first time the channel will have a consistent look across the globe.
Based around three major elements: a refined logo, a new navigational system, and a distinctive colour palette, the reboot of one of the worlds largest television brands was delivered in a 14 week turnaround, with further details of the branding strategy available here.
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Brazillian based agency Santa Motion have created this strange yet compelling opening sequence for a new MTV show called Acesso.
The broad concept behind the video is about how information changes people, an idea represented through the various transitions. MTV Latin America have always pumped out really interesting stuff, including this from a few years back.
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MTV Australia have launched local idents, ditching the generic international look for an Australian skew on this generational phenomenon that is Music Television.
And while the networks programming has over the years ranged from the inane to the influential and the socially aware, its brand has for better and/or worse always had an enourmous impact on popular culture.
The powerful MTV brand gets deconstructed in these new idents showing the importance of remaining an “evolving creature, something new and slightly unusual”, especially important with the fickle tastes of your target audience.
I really like the new look, instead of embracing whatever trend the kids may be going for this very second, the idents take a more natural approach, showing the MTV logo as being fluid and always adapting to its surrounds.
For more design from MTV, check out the “narrative and visual break” created for the South American arm of the network here.
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MTV can get pretty trashy.. and it can get very tiring, but what can you do? You take a break. Literally. This stunning “narrative and visual break” ident created by Sägas for MTV Latin America is two minutes of hypnotic look-up-at-the-sky-and-smile bliss.
Designed to rest the eyes and mind, this video marks the first post on this blog about a South American production, and I couldn’t be more impressed, with not only the execution of the piece, but also the beauty of the concept.. literally breaking from a stations usual fare to give you a breather (not entirely unlike this).
Download some high resolution stills from the video below..
- And a huge thanks to Fernando from Sägas for the video.
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