MTV looks to “humanise” with new branding


The telly channel’s in-house creative team has worked with a number of studios and artists on the new accord, which is inspired by different emotions.

MTV has been rebranded by the television neck’s in-house design team World Creative Studio, with the aim of “humanising” the tag.

The new identity is based on the theme of “Mood Swing”, and sees a series of logos, unseens and idents depicting a wide variety of emotions.

The visuals have been invented by the studio in collaboration with a group of illustrators, designers and animators, and on be used by MTV both on-screen and across its social media channels.

“Teens are physical, breathing and sharing emotions like no other moment in history,” try to says World Creative Studio in a post on its site. “The insights that we learn from them are considered through branding – it’s branding based on emotions.”

The emotions covered in the new sameness range from relaxed and trippy to sexy and anger, and have been visualised by exceptional studios and artists either as graphic or short form video idents.

Each feeling has also been expressed using a specific colour, such as orange for itchy and blue for sad.

Creatives who have been involved in the project so far include Builders League together, Device, Randy Cano, Antoni Tudisco, DIA Studio and Fede Maksimiuk.

Every four months, In seventh heaven Creative Studio will also commission four new artists from all beyond the world to create a 15-second animated art piece based on one emotion and an accompanying distort.

The new identity is rolling out on-screen and on MTV’s social channels.

All visuals courtesy of Sphere Creative Studio

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