Tag Archives: mtv

An Exclusive Look at MTV’s Hot New Brand: MTV Push

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ABM Exclusive: Last week, we gave you a sneak peek at the much talked about new global music properly from MTV. Developed by MTV’s World Design Studio in Milan (see previous story here) and Nick Scott Studio in London, MTV Push launches with an ambitious new creative campaign described as edgy, bold, and serious.

Diggin' the magenta

“Push is a global property from MTV dedicated to new music. Push is committed to delivering the next generation of artists who will create the future of music, shape cultures and touch the hearts and souls of audiences.”

The entire package, from initial conversation and brainstorm to production and delivery was accomplished in 3 months. The MTV World Design Studio in Milan is known to nourish good creative, and as such the teams were allowed to edge the boundaries with a package which goal was to maximize the limits all the while remaining modular.

Initially, MTV’s brief required just identity, OSP, and a :05 opening bumper and closer. Although the requirements fit the strategic goals of the initial campaign elements, the decision was made to expand the Pin Art creative nexus to include a final deliverable list that added 3 additional :07 bumpers, closer, 2/3 line clip title, promo donut, lower/upper thirds, pop up box, and a comprehensive style guide. The style guide was provided to me as well, quite a nice read.

(Btw, I am accepting channel style guides for a writeup late summer on the best 2010 style guides. If you’d like to submit yours, send it my way).

“The origins of the logo stem from the central theme of the Push identity – the Pin Art. The logo adopts the circle as a motif due to the circular heads of the Pin Art. The logo inherently being a circle suggests that ‘Push’ is present in every pin of the pin art and therefore present in every genre of music. This reflects a global outlook and the ability to be intrinsically at the forefront of new music.”

The finished spots look superb. What do you think? Share your thoughts here or on our new Facebook page.

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Exclusive: MTV Push’s Bold New Brand

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You won’t see this anywhere else, as this first look is brought to you as a US exclusive. Enjoy. Happy Friday folks!

For those Stateside, the buzz surrounding MTV Push, the much talked about global property dedicated to new music, is deserved. The style is bold and ambitious, in line with the artists the channel promotes: “the brand represents the next generation of artists who will creative the future of music, shape cultures, and touch the hearts and souls of audiences.”

The origins of the logo stem from the central theme of the Push identity- the Pin Art. The logo inherently being a circle “suggests that Push is present in every pin and therefore present in every genre of music”.

Here’s a peek of the new on-air campaign, with a full article on the OSP, idents, and style breakdown coming next week. Click here to be notified via email when the full article is released. Share YOUR thoughts in the comments below.

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MTV Poland Turns Up the Volume With New Idents

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Sharing a bit more work from network clients outside of the US & UK, our friends over at MTV Networks Polska/Poland have recently released some new identity work.

The new spots place themselves quite nicely within the larger MTV International rebrand that is rolling out across the world. You can see the newest idents from MTV Australia here. And some more MTVI work here, and here.

The :20 idents “Speaker” (completed in 2010) and “Lake” (late 2009) were helmed by Lithuanian-based KORB, with music being handled by Dublin-based Echolab. Special thanks to MTV Creative Director (previous Discovery Channel/BBDO CD) John Kwoka.

If you’re the type that’s interested in CG water, fog layering, and wireframe views, take a look at the Making Of Video, by reading on…

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MTV Australia Goes Balls Out

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Last week, a bit of new work shared out of MTV Europe, this week we head over to our friends at MTV Australia, who have commissioned two new channel branding idents for it’s MTVN HD offering. These continue the branding evolution we saw from last year’s “Organic” Campaign (with other themes including “Aggressive”, “Calm”, and “Lively”).

Individual logo animations (reinterpreted MTV logos) were integrated into infamous locations throughout Australia. The new spots were directed by Ash Boland.

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MTV Ignites With Rebrand and Fresh Idents

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Europe: MTV’s world design studio in Milan (MTV International) builds on its branding campaign last year by rebranding 6 of its genre-based channels in the UK: MTV Dance, MTV Hits, MTV Rocks, MTV Shows, MTV Base, and MTV Classics. The over-arching campaign includes name changes, new idents, and refreshed logos.

MTV2 will now become MTV Rocks, VH1 Classic will be MTV Classic and MTVR becomes MTV Shows. Base, Dance and Hits will keep their name but will undergo the visual rebranding.

Roberto Bagatti, creative director of MTV’s world design studio explains the design philosophy, “The idea is to promote healthy collaboration between the world’s best motion design talent, whether they are established or straight out of school and wet behind the ears.”

With regards to MTV’s current brand evolution Bagatti adds, “Over time this will allow MTV International to grow and evolve our idents into what could be the best body of international motion design work associated with one brand”.

Here’s a preview of a few more of the new idents for those outside of the UK (click KEEP READING more). MTV Dance Idents were designed by Paris-based View. MTV Rocks Idents were developed by Amsterdam-based Post Panic.

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MTV Serves Up Fresh Ident Package, Taylor Swift Scrambled

You need not go further than the credit list for these just released spots from MTV to find some humor. Cream cheese stylist? Check. Egg & coffee stain stylist? You betcha.

MTV’s On-Air design team, led by SVP On-Air Design Jeffrey Keyton, VP On-Air Design Romy Mann, and Design Director David McElwaine, lend their imagination to a set of brand new idents for AMtv, MTV’s new block of morning music video programming.

The concept? Pareidolia, the psychological phenomenon whereby random images are perceived as being something more significant. Sorta akin to when people (think they) see the Virgin Mary on a chocolate bar. The idents are the second series in an overall package of four, all revolving around a breakfast theme to coincide with morning programming.

Shot over two days, most of the idents were shot in camera with the exception of the Rihanna and Lil’ Wayne spots, which are computer generated. For Green Day, Eminem and Taylor Swift, the team at MTV brought in stylists Michael Lawrence and Ben Kress to style the cream cheese and eggs (yeah I’m serious). As for the Kanye/Taylor Swift “episode” at the VMAs last night- I don’t see Beyonce in any of these new idents, do you?

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