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the_gooch

RIP Mtv (well, at least the logo)

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"It's MTV, minus the "music television."

 

The network that launched the video about killing the radio star has redesigned its iconic logo - to take out the music video.

The new look, revealed on-air yesterday, features the original 3-D large "M" with the small, graffiti-style "tv" on the right side. But the new design is expanded, so that photos of MTV talent, including the cast of "Jersey Shore," "The Buried Life" and "My Life as Liz," can be seen through it.

And, for the first time in almost 30 years, the logo drops the "music television" tag line altogether.

 

"We were really thinking about it in terms of having the brand and our talent living in the same space together," Tina Exarhos, executive vice president of marketing and multiplatform creative projects, told The News.

 

"If you watch the channel, you've seen that it's definitely going in a new direction," said Exarhos. "We really wanted to see the logo featured in a new way, and this was really meant to be able to house all the great things that are happening at MTV at any given time."

Exarhos said the network started thinking about an overall redesign at the end of last year. While other aspects of MTV had evolved, the logo was always something that had stayed the same, and talk of updating it seemed almost blasphemous.

 

"I've been at MTV a long time, and as it was reinvented over the years and maintained sort of a fluid nature, we never touched our logo, which is sort of ironic," Exarhos said. "It's a fantastic, iconic logo, but it wasn't working for us in a way that we needed it to anymore. It needed to express more about what MTV is today, not what it was in 1981."

 

Over the past few years, MTV has come under fire from critics and fans who say the network known for music television no longer played music videos. And while fans can check out artists on sister stations MTV2, MTV Hits and MTV Tr3s, MTV itself has moved on to more reality and, in the upcoming months, scripted programming.

 

Ditching the longstanding "music television" tag line seems like a signal that the network has accepted where it now stands.

"From a truly design perspective, we didn't look at losing 'music television' for any other reason than from a functionality standpoint," said Exarhos. "But we realized that it would have an impact if we took that off. I think those who watch MTV today think about it as much broader than music television.

 

"Music is still at the heart of everything we do, but it's about a lot more now," she added. "If MTV didn't change, we'd be irrelevant."

Frank Olinsky and his team at Manhattan Design created the MTV logo when the network launched. When the change was announced yesterday, Olinsky wasn't feeling much nostalgia.

 

"I had no idea" the change was coming, said Olinsky. "MTV now is a whole other reality than MTV was back in the day. Things change. The fact that it doesn't say 'music television' anymore, that's appropriate.""

 

 

 

 

from:

 

 

http://www.nydailynews.com/entertainment/tv/2010/02/09/2010-02-09_mtv_loses_iconic_logos_music_video_and_music_television_tag_and_replaces_with_ne.html

 

 

 

well it's about time they gave up the facade of being a music station. now all they need to do is pull the plug completely.

 

 

 

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there are a lot of things not news worthy that make it up on here, some fail (as this apparently has...haha) some don't.

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MTV is entertaining as fuck, and I don't get why oldheads are always extremely UMAD about their lack of music videos.

 

They have other channels for that shit, plus I hate music videos anyways

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at least they're coming to terms with themselves finally. if you don't like it, or miss your old mtv, realize that you've grown up and out of their target market. nothing wrong. nothing to see. move along.

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I only watch Jersey Shore and occasional random shit when I'm bored on MTV, I do miss when they had music videos but I thought they should've dropped the music of their logo along time ago when they stopped showing music videos.

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What's crazy is that they probably had a hundred meetings, spent like fifty million dollars, flew graphic artists in from all over the world and the logo is exactly the same minus the words "Music Television" at the bottom.

 

You have to love stupid shit like that.

 

article said it was all in-house. as is 99% of their stuff. obviously they need to remedy that :lol:

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50million dollar approaches often get you shit like the new aol logo.

 

the rebranding is not that bad. i liked the personality and versatility of the old brand way more than where they are going (refresh the mtv website multiple times). the bottom of the M doesn't continue in perspective and looks like a mistake.

 

here is an in depth discussion about the rebrand: http://www.underconsideration.com/brandnew/archives/mtv_more_tv_less_m.php

 

also, beardo hit the nail on the head with the first comment.

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The new look, revealed on-air yesterday, features the original 3-D large "M" with the small, graffiti-style "tv" on the right side.

 

The new look, revealed on-air yesterday, features the original 3-D large "M" with the small, graffiti-style "tv" on the right side.

 

The new look, revealed on-air yesterday, features the original 3-D large "M" with the small, graffiti-style "tv" on the right side.

 

The new look, revealed on-air yesterday, features the original 3-D large "M" with the small, graffiti-style "tv" on the right side.

 

Yes.

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