Revamped identity for MTV channel VH1

MTV channel VH1 unveils a revamped identity by Dixonbaxi tomorrow, as the channel seeks to encompass areas of popular culture other than music, such as film. According to VH1 marketing director Anna Bateson, the work is part of the channel’s move to broaden its appeal and build its ratings. The on-screen work features a sliding scale of abstract graphic animations, which dance and pulse with changing colours. ‘The perception of VH1 didn’t match the reality of its output and we wanted to create a closer match,’ says Dixonbaxi founder Aporva Baxi. The consultancy was appointed on the strength of previous work on MTV’s on-screen personality and MTV2’s revamp.