The change was announced on Monday. Notice the difference? Neither did I at first. The difference is that the logo no longer includes a reference to music. According to The Brandchannel and articles in MSN and Ad Age, the move is intended to align with the fact that MTV is now better known for reality TV shows than music videos. There seem to be at least three different motivations for the change.
1. Align with what we do
The MTV brand has represented more than "music television" for many years, and now – appropriately – the words "music television” are no longer part of the official logo. In addition, the original logo has undergone a slight morphing. When MTV launched, the upside of the logo was that it communicated the very specific, targeted business of the brand to a potential audience that had never heard of it. Of course, the downside of the logo is that once the brand diversified to include material beyond music, such as, say, Jersey Shore shenanigans, the logo became confusing, or even absurd." - The Brandchannel, Feb 10, 2010
2. Better appeal to Millennial target
"It represents a new visually defined MTV, stimulating its past, present and future and embracing its diversity. Everything from Jersey Shore, to the VMAs to collaborations with the MoMA. The logo is part of MTV's re-invention to connect with today's millennial generation and bring them in as part of the channel." -- MSN, Feb 10, 2010
3. Put greater focus on MTV talent
"The new logo is meant to put the focus on MTV's current slate of talent -- the stars of mostly reality shows like "Jersey Shore," "Teen Mom," and "The Buried Life." Since the logo (which seems to have a shorter "M" than the original) is also available in a see-through model, it can change when new stars come into the fold. Tina Exarhos, a spokesperson for MTV's marketing team, explained the change to "The New York Daily News": "If you watch the channel, you've seen that it's definitely going in a new direction. 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." PeaceFM, Feb 10, 2010
4. Increase brand recognition
"Mr. Friedman said MTV has also had a problem with brand recognition among viewers who would love certain shows but had no idea they aired on MTV. "The way the logo frames it makes it a simple reference point," he said.- Ad Age
The move has been questioned on several fronts.
Why now after all these years?
Is it enough of a change? Is tweaking enough?
Should the tagline be replaced?
Is it too mainstream/not irreverent enough?
Based on the case you just read and your experiences with MTV, what do you think?
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