On July 1, MTV introduced its updated cropped logo in most markets outside the United States. This also meant that the existing identity interstitials shown between programmes were replaced by a new set.
The previous "Pop x 1000%" IDs had been introduced with the previous rebrand in 2009 and were all created with Matt Pyke's Universal Everything. There is an exciting case study available on Universal Everything's website if you want to explore it further.
This time, MTV World Design Studio (MTV WDS) in Milan turned to several independent motion studios from different countries to create new 20 second interstitials. Four IDs were used from the start, while two more are scheduled to be released later on.
The effort was led by MTV WDS creative director Roberto Bagatti. UK sound designer Al Boorman (Wevie) is credited with the music in all the new IDs.
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