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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.
7 replies on “MTV Australia gets a little more Australian.”
Does MTV Australia actually make any Australian shows? All we get in the UK is the odd British remake of an American programme like Pimp My Ride or some awful reality pap following some shite model around her stupid life.
Oooh, very nice. The audio goes particularly well.
It’s not exactly clear it’s an M – but because the brand is so strong, you know that’s what it says. I would have known that even if I hadn’t read the post.
Not particularly keen on these, they are different yet, but that’s not what its all about.
Only Mtv could get away with an id set like this. I mean, they’re cool in that they’re different. So different in fact that they actually work for the brand and audience. Can you imagine one of your other networks like the ABC or the American NBC, which has gotten more playful lately btw, doing something like this? It would look like crap. Either one of those networks would also lose tons of credibility in the process, But it works for Mtv…and that’s probably all that matters. Just for the record I love the first one, the second one’s cool too. The third one is just alright and the last is really bad I think. It’s not even abstract anymore at that point…it’s inexplicable is what it is but then again that’s just my opinion. Thx for letting me post.
I think these are fantastic – a pity most of their programming nowadays is dross. :/
nice set of idents, and very impressive for a cable broadcaster. remind me a little, at least in tone, of the current batch of S4C idents. the use of slightly droning electronic music and moving unreal scenery seems to be becoming a trend…
MTV New Zealand has had its own local idents from launch a couple of years back, would be fun to see some of those here