Brand New MTV

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MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

Explore New Horizons

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A New Age

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

The Future is You

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01

The Rage of the '80s +history +Timeline

02

Decline &the Dark Days +Past moves +new level

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+++

03

Renaissance +New mission +logo +system

04

era of endless posibilities +education +event +service +product

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“YOU CAN’T STOP THE FUTURE. YOU CAN’T REWIND THE PAST. THE ONLY WAY TO LEARN THE SECRET...IS TO PRESS PLAY.” — JAY ASHER

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

Chapter 01

The RAGE of +

auguest 1st, 1981 our story begin...

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the ‘80s

MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION ++ MISSION MISSION MTV MTV BRAND BRAND IDENTITY IDENTITY PRINCIPLES PRINCIPLES

WE WERE

MUSIC

+

M_

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TELEVISION

+ +

TV_

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

MTV, originally an initialism of Music Television, is an American cable television channel based in New York City.

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1981 “LADIES AND GENTLEMEN, ROCK ’N’ ROLL.” — MTV’S CREATOR, JOHN LACK

+

On August 1, 1981, MTV, Music Television, goes on the air for the first time ever, with the words “Ladies and gentlemen, rock and roll.”

MTV debuted with the prophetic Buggles’ video, “Video Killed the Radio Star” proclaiming the end of radio as the primary medium for the transmission of popular music. The combination of hip visuals and hard driving rock ‘n‘ roll quickly changed the musical landscape not only in the United States but in Europe and Asia as well.

In MTV’s early days, its programming consisted of basic music videos that were introduced by VJs (video jockeys) and provided for free by record companies. As the record industry recognized MTV’s value as a promotional vehicle, money was invested in making creative, cutting–edge videos. In the 1980s, MTV was instrumental in promoting the careers of performers such as Madonna, Michael Jackson, Prince and Duran Duran, whose videos played in heavy rotation.

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

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The Buggles: Geoff Downes (left) and Trevor Horn.

1979 1979 Trevor

Horn

and

Geoff

Downes at Sarm East, 1979.

They are standing beside the Trident

TSM

console

used

to record ‘Video Killed The Radio Star’.Its music video was the first to be shown on MTV in the U.S. at 12:01 on 1 August 1981.

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MTV was created largely to deliver consumers between the ages of 12 and 34 (the median age of the MTV audience is 23) to the producers of tapes, records and videos.

+

Young

audiences

internationally

quickly

embraced the channel’s mix of music videos, information and fashion resulting in a media revolution that forever changed the way popular culture is communicated to its audience. MTV dominated the music industry creating new stars with its cutting edge videos and giving young creative directors a spotlight for their talent.

Innovative genius and creative energy propelled MTV to its pinnacle of power and popularity.

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+++

The iconic identity, the man on the moon with the MTV flag.

1981

The Moon Man went on to become the statuette given out at the MTV Video Music Awards. The Moon Man spot was developed in July 1981

by Candy Kugel at Perpetual Motion Pictures.

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

OUR MILESTONES

The very first non–white act played on MTV in the US.

+

1981

+

1983

+

1985 Throughout MTV’s history, it has started airing global benefit concert series live since 1985.

1981 SAY HELLO TO MTV MTV, formerly an initialism of Music Television.

The original purpose of the channel was to play music videos guided by on–air hosts known as VJs. “Video Killed the Radio Star” was the first music video to ever appear on MTV.

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Early 1990s, MTV was playing a combination of pop–friendly hard rock acts, then it progressively increased its airing of

Another channel comes to be:

hip–hop acts.

+

1986

+

1990

MTV2 is launched.

+

1992

+

1990

1986

1992

120 MINUTES

LIVE IN A HOUSE

MTV introduced 120 Minutes in 1986, a show

Seven strangers were picked to live in a house.

that would feature low–rotation, alternative rock

The first episode for the opening season of “The

and other “underground” videos for the next 14

Real World” premieres featuring seven cast

years on MTV and three additional years on sister

members living in New York.

channel MTV2.

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

Stunts and crazy antics become reality TV: “Jackass” first airs on MTV.

+

1998

+

2000

+

2003 More on screen antic: The series premiere of Viva La Bam airs on MTV.

1998 THE BIRTH OF TRL 1997, MTV was criticized heavily for not playing as many music videos as it had in the past. In response, MTV created four shows that centered around music videos: MTV Live, Total Request, and 12 Angry Viewers. A year later, in 1998, MTV merged Total Request and MTV Live into a live daily top ten countdown show.

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Goodbye TRL: The final episode

Moving on:The last episode for

of TRL airs featuring a three

“Teen Mom”’s fourth and final

hour special.

season airs.

+

+

+

2009

2008

2011

+

2012

Music video marathon: AMTV is launched featuring a six hours block of music videos each morning.

2008

2011

FNMTV

HIGH RATINGS

“FNMTV,” a music video program hosted by

The 2011 MTV Video Music Awards has largest

Fall Out Boy’s Pete Wentz, first airs on MTV. The

audience ratings for the network’s history with

program featured music video premieres and

12.4 million viewers.

artist appearances.

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“IT LOOKED AS IF A NIGHT OF DARK INTENT WAS COMING, AND NOT ONLY A NIGHT, AN AGE.” — ROBERT FROST

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

Chapter 02

Decline the Dark

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+ k Days +

by the latter half of the 1990’s...

MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION ++ MISSION MISSION MTV MTV BRAND BRAND IDENTITY IDENTITY PRINCIPLES PRINCIPLES

Today, MTV has greatly contributed to the way youth carr y themselves.

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90’s—now “LIKE SPRINGS, ADAPTATIONS CAN ONLY GO DOWNHILL.” — JOHN SIMON

+

By the latter half of the 1990’s, the music video format had lost its novelty and appeal and the Internet was providing young audiences with an exciting new way of engaging emerging music and artists. In an effort to retain its audience, MTV began to emphasize reality shows and other types of youth oriented programming.

MEDIA, MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION TRANSFORMATION ++ MISSION MISSION + MISSION MTV MTV BRAND BRAND MTV BRAND IDENTITY IDENTITY IDENTITY PRINCIPLES PRINCIPLES PRINCIPLES

CHAPTER CHAPTER CHAPTER ONE THREEONE

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037037

Video’s showing flashy jewlery, pants worn halfway down to the knees and other such “fashion”. People are SOLD to through music videos and other such nonsense MTV produces.

As to what they should be wearing, attitude and etc.

+

By 2005, the reality show format had been virtually exhausted and many viewers and artists felt MTV has lost its creative edge and was now pandering to any new television format that could potentially attract audiences. Vulgarity, sexual explicitness and crude humor were exploited at the expense of arts and culture as MTV slipped in popularity and relevance.

MEDIA, MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION TRANSFORMATION ++ MISSION MISSION + MISSION MTV MTV BRAND BRAND MTV BRAND IDENTITY IDENTITY IDENTITY PRINCIPLES PRINCIPLES PRINCIPLES

CHAPTER CHAPTER CHAPTER ONE THREEONE

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039039

+++

The Media + Teen Pregnancy MTV broadcasts a reality show called “Teen Mom”, where girls are followed throughout their pregnancy and the education of their child. Many have criticized the amount of sexual content in popular media and the influence these images/ messages might have on young people’s sexual behavior.

MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION ++ MISSION MISSION MTV MTV BRAND BRAND IDENTITY IDENTITY PRINCIPLES PRINCIPLES

CHAPTER CHAPTER ONE THREE

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MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION ++ MISSION MISSION MTV MTV BRAND BRAND IDENTITY IDENTITY PRINCIPLES PRINCIPLES

EARLY DAYS HOW OUR AUDIENCES USED TO SEE US FROM 1981–1990

+

The original appeal of MTV was based on popular music, youth culture, edgy fashions and zany contests. MTV rapidly became a powerful media force dominating music and revolutionizing popular culture.

Mt v

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MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION ++ MISSION MISSION MTV MTV BRAND BRAND IDENTITY IDENTITY PRINCIPLES PRINCIPLES

YESTERDAY HOW OUR AUDIENCES USED TO SEE US FROM 1990–2013

+

The rise of the Internet and the decline of the music video eroded MTV’s popularity and audiences turned their backs on reality shows and other desperate programing ploys.

Mtv

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MEDIA, MEDIA, TRANSFORMATION TRANSFORMATION ++ MISSION MISSION MTV MTV BRAND BRAND IDENTITY IDENTITY PRINCIPLES PRINCIPLES

A NEW & BRIGHTER DAY FROM 2015 TO FUTURE

+

Change and innovation remains at the heart of MTV, but expresses itself as smart, interactive,responsible, and progressive. A different tune for a different day.

Mtv

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MEDIA, TRANSFORMATION MEDIA, TRANSFORMATION + MISSION + MISSION MTV BRAND MTV IDENTITY BRANDPRINCIPLES IDENTITY PRINCIPLES

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049

049

“ CHANGE WILL NOT COME IF WE WAIT FOR SOME OTHER PERSON OR SOME OTHER TIME. WE ARE THE ONES WE’VE BEEN WAITING FOR. WE ARE THE CHANGE THAT WE SEEK.” — BARACK OBAMA

MEDIA, TRANSFORMATION MEDIA, TRANSFORMATION + MISSION + MISSION MTV BRAND MTV IDENTITY BRANDPRINCIPLES IDENTITY PRINCIPLES

Chapter 03

Renaiss

CHAPTER ONE CHAPTER ONE

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051

051

sance +

this is a new year, A new beginning...

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NOW WE ARE

MEDIA

+

M_

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TRANSFORMATION

VISION

+

+

T_ V_

INTRODUCTION

2015 THE BRAND NEW MTV

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

+

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MTV at its core has always been about change and now MTV continues that heritage by embarking on a new direction—Media, Vision +Transformation. The new MTV is in the process of creating a new form of media that embraces artists from many, diverse fields including graphic artists, fine artists, filmmakers, writers and musicians in a web of interactive communication and collaboration that will produce a new line of programs, products and services that will elevate the creativity of each component field and support positive social action. MTV is still about changing the popular culture, but it also about creating a culture that is responsible and progressive.

MEDIA, TRANSFORMATION + MISSION

THE CHANGERS

MTV BRAND IDENTITY PRINCIPLES

WAITRESS She has been waiting tables ever since she graduated hight school more than a decade ago, but her dream has always been to be singer. She had the lead in her high school musical and has been singing with different groups in clubs and at parties, but the “big break” never happened for her. She has the talent and the desire, but she keeps looking for a way to get some exposure or work with the right people.

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TEACHER He’s been teaching high school for years and he loves working with kids and this fellow teachers.

Community is the things he values and being apart of something larger than himself. He got married recently and his wife is encouraging him to get more serious about his photography hobby. He can’t afford the equipment he needs to take it to the next level on a teacher’s salary, but he’s thinking about taking an advanced photo class online.

MEDIA, TRANSFORMATION + MISSION

THE CHANGERS

MTV BRAND IDENTITY PRINCIPLES

RECENT GRADUATE She just graduated from college in graphic design and has been freelancing jobs around town doing wedding invitations, small business brochures and online catalogs. What she really wants to do is create dynamic motion graphics and visual effects, but it’s tough getting her foot in the door without any industry connections and her lack of sophisticated equipment is holding her back.

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THE STARVING WRITER He’s been a cabdriver, a waiter and an office temp to pay the bills, but where he really puts his energy is into his writing. He started years ago with short stories and novels which he still has in the file case in his apartment. Now he’s working on a film script which he knows has potential, but he’s stuck in a city with no production companies or facilities. He’s hoping one day someone will get in his cab, give him a name or a phone number—a connection.

SYMBOL

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

The new MTV is about change, evolution, information and action. Our new logo uses the triangle symbol to represent change, the flash symbol stands for instant illumination, the sudden blazing flash of insight and recognition. The combination of the two symbols with a solid base denotes stability, reliability, and support. The new logo visualizes the new goal—transformation to a higher level.

symbol of change

+

Symble of flash through your mind

THE NEW IDENTITY

+

MTV_SYMBOL

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MEDIA, TRANSFORMATION + MISSION

STRUCTURE

MTV BRAND IDENTITY PRINCIPLES

Our new Logo which is about Media, Transformation+Vision is constructed from modified version of the shapes and every detail has been carefully considered.

X

X X

Clear space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required

3x

clear space is defined by the measurement “X”, as shown. This measurement is

2x

x

equal to the middle part of the flashing symbol in our wordmark.

3x 4x

8x

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x 3x 2x

x

2/3 x

4.5 x

+

12 x

3x

2/3 x

4x 4.5 x 8x

1/3 x

x

1/3 x

NEW LOGO USAGE

MEDIA, TRANSFORMATION TRANSFORMATION ++ MISSION MISSION MEDIA, MTV BRAND BRAND IDENTITY IDENTITY PRINCIPLES PRINCIPLES MTV

+

CLEAR SPACE

The minimum required clear space is a distance of “x” surrounding each side of the symbol and signature. Allow additional clear space between the signature and any other adjacent elements in the layout.

+

1” HEIGHT

Our symbol with signature should never be smaller than its preferred size, which is 1 inch in diameter from the top to the bottom.

+

>0.5” HEIGHT

Our typeface will not show when the symbol is smaller than 0.5 inches in diameter. Do not reproduce the signature in a small size if poorquality or distortion is likely to result.

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x

x

+

x

x

1”

0.5”

x

+

INCORRECT USE

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of our symbol, logotype and signature.

+

+

+

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+

+

+

+

+ +

MEDIA, TRANSFORMATION + MISSION

COLOR SYSTEM

+

MTV BRAND IDENTITY PRINCIPLES

PRIMARY COLOR HEX: #FF19E6 PMS: 213C C0

M 90

Y0

K0

L 56

A 70

B0

R 238

G 61

B 138

beyond pink

HEX: #FFCC00 PMS: 7548C C0

passion yellow

M 20

Y 100

L 85

A8

R 255

G 203 B 5

B 83

K0

+

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SECONDARY COLOR HEX: #36DACC PMS: 3255C C 65

M0

L 71

A –37

Y 35

K0

R 73

G 192 B 132

B –6

smart blue

HEX: #CBD4D1 PMS: 7541C C 20

M 10 Y 15

L 84

A –4

K0

B0

R 203 G 212

B 209

tech green

HEX: #615D5C PMS: 425C

power grey

C 60

M 55

L 40

A1

Y 55 B1

R 98

G 93

B 92

K 25

MEDIA, TRANSFORMATION + MISSION

COLOR + BACKGROUND

Logo must always appear clearly and legibly

on

their

background.

Always

MTV BRAND IDENTITY PRINCIPLES

+

observe clear space specifications and

The preferred colour for the logo

is

BEYOND

pink

to

match PANTONE 213

use preferred vendors and reproduction methods. The examples here show various background treatments for the MTV signature and the preferred color application of the signature.

+

It may be reproduced in black only on a white background or light tinted photo background.

+

When reversed out of BEYOND pink or PASSION yellow or a color photograph, the signature must be white only.

+

When reversed out of a black background

or

black

and

white photos the logo must be white only.

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CORE ELEMENTS

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

Graphic elements are used as an extended expression of our new identity—Media, Transformation+Vision. The triangle, plus symbol, and diagonal line are 3 core elements inspired by our new MTV Logo.

The 3 core elements will be used to create every configuration. They are the only elements permissible in any configuration.

Solid triangle

outlinde triangle

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+

PLUS SYmbol

Dashed line

TYPOGRAPHIC STANDARDS

+

MEDIA, TRANSFORMATION + MISSION MTV BRAND IDENTITY PRINCIPLES

OSTRICH SANS_BLACK

That rarest of species, Ostrich Sans is a

: USES FOR TITLE + HEADINGS

compact, smart and trendy sans serif that’s disarming instead of pushy—not just loud, but persuasive.

+

FUTURA STD_BOOK

Futura has an appearance of efficiency

: USES FOR TEXT PARAGRAPHS

and forwardness. The typeface is derived from simple geometric forms and is based on strokes of near–even weight.

+

UNIVERS_57 CONDENSED

Univers 57 condensed are used for quotes

: USES FOR QUOTES + IMPORTANT INFO

and importnat information in all caps.

Bold, and solid block of text will call the viewers attention.

MM Tt Vv

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A b c d e f g h i j k l m n o p q u s t u v w x y z abcdefghijklmnopqrstuvw xyz 0123456789

ABCDEFGHIJKLMN OPQUSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9

ABCDEFGHIJKLMN OPQUSTUVWXYZ abcdefghijklmno pqrstuvwxyz 0123456789

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“ WE SEE THE BRIGHTNESS OF A NEW PAGE WHERE EVERYTHING CAN HAPPEN.” — RAINER MARIA RILKE

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Chapter 04

Era of Possibil

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Endless lities +

an emerging new world...

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“ MAN OFTEN BECOMES WHAT HE BELIEVES HIMSELF TO BE.” — MAHATMA GANDHI

MEDIA, TRANSFORMATION + MISSION

THE POSSIBILITIES

MTV BRAND IDENTITY PRINCIPLES

MTV is taking audiences to a new level of ability, execution and achievement by offering an array of services, products and environments that foster creative support and energy.

+

DIVISION OF EDUCATION

+

DIVISION OF EVENTS

+

DIVISION OF SERVICE

+

DIVISION OF PRODUCTS

SUPER CAMP FOR TECHIES

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INTERACTIVE APP

SURVIVAL CITY

ACADEMY OF APPLIED ARTS STUDIO MEGAPLEX

NEW SKILL DISCOVERY CENTER

practice serene

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EDUCATION

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NEW SKILLS DISCOVERY CENTER Artists tend to become specialists often developing a skill in which they have a proven aptitude and neglecting others which could support and improve their work. The New Skills Discovery Center brings together a diverse range of talented artists and instructors to focus on the acquisition of new and complementary skills.

For example, the writer can learn to visualize his story or concept through photography.

The singer can unlock his abilities as a filmmaker. These newly acquired skills can transform their projects and take them to another level of creativity.

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ACADEMY OF APPLIED ARTS Academy Motto: “The goal of learning is to do.’’

What distinguishes the Academy from other educational institutions is its emphasis on practical, hands–on learning, rather than theoretical concepts. Academy members will join professional teams and participate in real life projects that will provide them with tangible skills and knowledge.

Instead of taking years to earn a degree, members will acquire the know how and experience to execute their inspirations. The Academy provides connections instead of classrooms.

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EVENT

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SUPER CAMP FOR TECHIES Bringing together the best minds in media for mutual inspiration. The internet generation is unique in its connection to and comprehension of technology. The MTV Super Camp offers people committed to the potential of tomorrow’s technology the opportunity to mix, learn, discuss and brainstorm about the the high tech possibilities that the future holds. The environment is designed to support diversity, inspire cooperation and provide a forum for creative exchange.

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SERVICE

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STUDIO MEGAPLEX MTV makes available to qualifying artists state of the art studios for film, photography, fine arts and fashion projects. Participants submit proposals and make in person presentations to the MTV Creative Board composed of a diverse group of accomplished artists who identity worthy projects for approval. Studios are supplied with the equipment and technicians to turn visions into reality. Artists will participate in regular conferences and preview events open to all members of the MTV community.

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PRODUCT

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SURVIVAL CITY Survival City is the ultimate Twentieth First Century

game

that

offers

virtual

battles,

games, competition and combines these with real life spaces and turns everyday people into teammates and opponents. In addition to being fascinating fun, it also teaches players how to cooperate, improvise and develop mental and physical skills that are applicable in the real world. Survival City goes beyond the survival of the fittest and ushers in the era of survival of the hippest.

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INTERACTIVE ARTIST APP This mobile device allows artists to get immediate feedback and input on their break through ideas from a network of creative individuals. It is spontaneous and open–ended and encourages brainstorming, discussion and collaboration and can be accessed at any time from any location.

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“ WHAT YOU DO TODAY CAN IMPROVE ALL YOUR TOMORROWS.” — RALPH MARSTON