New logos: MTV international

Ever since the original American MTV network permanently altered its logo by chopping of the bottom back in February 2010, it has been anticipated that the altered logo would be rolled out internationally as well. Now that is about to happen. On July 1, altered logos will be rolled out on the international MTV channels.

Current international MTV logo.

The current global look for MTV was launched on July 1, 2009 on most of the main MTV channels outside the United States, replacing many different local graphics packages. This new look was created by MTV World Design Studio Milan and Universal Everything. Unlike previous identities for MTV, where the logo could be twisted and coloured in every way imaginable, the logo would now always be black and put in a white rectangle, which it would never leave. The creative effort was instead poured into the idents, on which the logo was then superimposed.

The second phase of this rebrand started on March 1, 2010, when the genre-specific MTV channels in the UK got new looks with idents commissioned from different motion design studios around Europe.

MTV's international HD channel, MTVNHD, has so far had an identity independent of the other MTV channels. With the rebrand, it will be renamed MTV Live HD and get a logo which fits with the other MTV channels.

The following statement is attributed to a representative of MTV Networks.

Improvements to the current look and feel of our MTV-branded channels aim is to attracting even larger and more broader range of audiences alongside emphasizing brand’s unique values and character. The new design includes a wider MTV logo with a 16:9 ratio, offering a more contemporary expression of the logo while at the same time improving its functionality for all new and emerging platforms. With a new look and feel in place we will be able to connect the content directly to the brand and align with our viewers.

The new look was first leaked at the end of May by a Russian partner of MTV Networks. The new logos that made been revealed so far can bee seen below.

No word yet on whether or not there will be any changes to on-screen presentation not related to logos. It seems like this is mostly an update to incorporate the new MTV logo, and that other aspects of the 2009 branding formula will remain intact.
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