MTV's new direction in 2010, intended to stripped away any unnecessary decoration and cut through the television landscape clutter. We used a restrained approach to type, made a bold use of scale and white space, and established a consistent holistic look, tone and voice, while also finding opportunities to infuse voice and personality to messaging.
The reductionist graphic overlays and injection of channel "voice" creates a palette cleanser and moment of thought for the viewer during promo time and sponsor time. The stingers airing before programming provide context and humor. The only shapes introduced are proportional to the golden ratio in order to create consistency. Similarly, the only fonts used are variations of Helvetica. The new design reflects MTV's new line of programming and re-enforces the new brand filter.
To see examples in context, please view here. Fair warning - it's a bit on the lo-res side.
Part of small team that conceptualized the new direction for the channel including design, animation, sound design, writing style and new logo.
Team leader, senior vice president and creative director, brand creative: Jeffrey Keyton
Vice president and creative director: Romy Mann
Design directors: Lance Rusoff, Thomas Berger
Art director: Ana Sanchez
Designers: Dan Cassaro, Jen Epstein, Isabelle Rancier, Crobin, Colin Matsui
Animation: Jen Epstein, Chris Gallagher
Production: Susannah Nilosek, Eric Eckleman