Last year we reported on MTV International’s rebrand. Now each of the six MTV sister channels here in the UK has a new set of idents created specially for it by one of five different design studios…
Right, before we actually show you some of this bumper pack of new MTV idents, let’s straighten out a few things… MTV International (ie MTV in every country bar the US) rolled out a new identity and idents created by MTV’s world design studio in Milan in collaboration with Universal Everything last year (as we reported back in July, here).
More recently (and potentially confusingly) we reported (here) that MTV (in the US) has tweaked the logo in a separate (and for now localised) rebrand – although that logo tweak WILL impact in MTV International (non US) territories by the end of next year. Now MTV International has added to last year’s rebranding exercise by rolling out brand new idents designed specifically for its separate, genre-based channels: MTV Dance, MTV Hits, MTV Rocks, MTV Shows, MTV Base, and MTV Classics. In order to imbue each channel’s idents with a suitably er, identifiable style, each channel was assigned its own ident-designing studio.
“The idea is to promote healthy collaboration between the world’s best motion design talent, whether they are established or straight out of school and wet behind the ears,” explains Roberto Bagatti, creative director of MTV’s world design studio. “Over time this will allow MTV International to grow and evolve our idents into what could be the best body of international motion design work associated with one brand”.
Here is a selection of idents (which will run here in the UK with an international roll-out to follow) for each of the channels:
MTV Dance idents, created by Paris-based studio View:
MTV Hits idents, created by UK-based Universal Everything:
MTV Rocks idents, created by Post Panic in Amsterdam:
MTV Base idents, created by Paris-based directing collective UFO:
MTV Classic idents, also created by UFO: