MTV News

Brand Identity

Context

Design a daring cross-platform show package and sonic identity introducing MTV News to a new generation of young, digital-first viewers.

Strategy

Differentiate the brand from its small-screen competitors with a diverse animated package that combines the look of an analog print newspaper with the tactile aspects of social media.

Solution

A versatile on-air and digital framework helps pivot MTV news away from its linear roots and into a new interactive era of shareable, on-demand information.

Services

+ Visual Identity + Animation + Graphic Design + Icon Design + Sonic Branding + Sound Design + Motion Guidelines + Toolkits

Graphic Language

Pivoting MTV News from broadcast to digital began with bold, new colorways and a modern motion language.

A bold header font and monospaced supporting typeface fulfilled the network’s request for an old-school news aesthetic, while text-message and app style animations took the system into a fresh, contemporary framework. Legibility and scalability played a key factor in the design, with flat graphics and simple, streaming animations allowing the brand to live easily across all of its linear, digital and social platforms.

Show Package

We were inspired by electric pulses and the transmission of digital information.

Transitions, bugs and lower-third animations stream and click into place, bringing a dynamic, modern feel to the iconic MTV program. A series of toolkits, grid systems, and graphic frameworks enable this bold style to be easily replicated and built out by MTV’s in-house design and from show to show, and season to season.

Digital Strategy

We also developed best practices for MTV News digital and social channels.

After a comprehensive survey of MTV’s social and digital landscapes, we built out a toolkit of best practices for standing out in the sea of online culture. Mortises help seamlessly display social media content on the air, while an ownable thumbnail sidebar helps strengthen the MTV news brand off-platform, where content has to compete for attention.