MTV Release New Idents

15th July, 2011

It's that time again when MTV bring out a new batch of idents to define their visual identity onscreen. No longer working with Universal Everything and sound designer Freefarm, MTV's World Design Studio in Milan is now working with a host of new collaborators to create new idents. The first four in this new series have just gone live and collaborators include The Mill and ilovedust...

First up is Rhythm Jerk, by MTV WDS, Milan and The Mill:

Adrenalin Rush, created by MTV WDS, Milan and ilovedust:

Close and Caring, created by MTV WDS, Milan and Mate Steinforth/Sehsucht Berlin:

Gone is the "pop x 1000" theme and the beating-heart logo and rigid time signature that were features of the ident work that has run for the last two years on MTV around the world (read further posts about that work here and also here). Instead the new idents have a new over-riding mantra or theme which is "young amazing lives".

Two more idents in this new series are still being worked on, one by James Jarvis in collaboration with Richard Kenworthy, and another by Amsterdam-based Staat. They will be rolled out internationally to sit alongside these four idents when they're finished in the next couple of months.

Source: Creative Review