Viacom International Media Networks (Europe) - MTV Branding

MTV Branding

Upon its launch in Europe in the late 1980s, MTV Europe made use of MTV US's on-air identity. Overtime, MTV Europe gradually produced its own on-air identity throughout the 1990s. From 1997, MTV's regionalization throughout Europe brought about specialized on-air identity which reflected the tastes and influences from each region. As part of a global rebranding strategy, MTV Networks International decided to produce a new on-air identity that would air on all MTV channels around the world (except MTV US, MTV Canada and MTV Brazil. On July 1, 2009 all 64 MTV channels globally began to share the same on-air branding. This branding made use of a standardized logo, idents and promos (except MTV US, MTV Canada and MTV Brazil). The on-air branding initiative was called Pop X1000 reflecting the changing nature of popular culture with MTV at the heart of these rapid changes. The branding was designed by MTV's design department World Design Studio in Milan, with additional designs added by other global departments throughout the year. The branding was overseen by Universal Everything. This branding was adopted by MTV Networks Europe, MTV Networks Asia, MTV Networks Africa and MTV Networks Latin America. As part of MTV's rebrand awareness campaign MTV teamed up with Spanish retailer ZARA in December 2009 to provide branded themed t-shirts and hoodies representing the "Pop X 1000%" campaign. As of November 8, 2010 MTV launched is third phase of idents.

In 2010, MTV US rebranded its entire network of channels producing a revised version of the traditional MTV logo. It was decided that MTV Networks International channels would adopt this logo at a later date. On July 1, 2011 MTV Networks Europe will rebrand its network across Europe and globally. MTV's will replace its traditional logo the MTV:Music Television logo to be replaced by the current MTV US logo. On June 30, 2011 MTV's localized websites throughout Europe began to use the new branding. As part of a new strategy MTV Networks Europe will be part of Viacom Media International Networks. It is expected that MTV Networks Europe will be rebranded in winter 2011.