MTV first launched in 1957, and comprises three free-to-air television channels; multiple digital platforms; a video-on-demand service; a radio station; news, sport and weather services and a pay television package of ten sports and entertainment channels.
DixonBaxi began work on the project in February this year following a pitch, and was brought in to help the brand move from being viewed as a broadcast brand to a digital media company.
Following strategy work to reorganise the MTV brand hierarchy, the consultancy created the ‘MTV for Experiences’ positioning, aiming to ‘bring to life the creativity and energy within the business’, according to Dixon Baxi co-founder and executive creative director Simon Dixon.
The new umbrella MTV logo uses a circle encasing the lower-case ‘mtv’. The circle device is taken from the brand’s original owl logo, which has been gradually phased out since the company’s formation. The owl is also referenced throughout the new idents, which use a ‘wingbeat’ visual signature.
As well as the new umbrella brand logo, the sub-brands will now each use a new logo and on-screen identity. The flagship television brand, entertainment channel mtv3, uses a red version of the main mtv logo, with a ‘3’ cut into the circle device.
Dixon says, ‘There’s a lot of competition if you’re a media company, especially one with a broadcast background. You have to look at the brands to see how their experience reaches all consumers across all platforms’.
He adds, ‘We wanted to build a strong strategy around creating powerful experiences for people. Every touch point should be experiential, that’s the root of the strategy.’