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.