MTV Media is Finland's largest commercial broadcaster. It was founded as Mainos-TV in 1957, which makes it one of the oldest private broadcasters in Europe. Today it has grown into a large audiovisual company with three national free-to-air channels, a national radio network, a bunch of sports and entertainment channels and online operations. Yesterday, August 29, MTV unveiled a new company logo as the first part of a company-wide identity programme.
The development was lead by DixonBaxi, who worked with MTV to clarify their strategy. They also helped building a new brand architecture and will bring the company's many brands to life across platforms later on. Two Finnish agencies were also involved, BrandWorxx worked with brand hierarchy and analysis tools, while Family Inc updated business-to-business advertising.
At the moment, the logo is the only element to have been revealed. It combines a circle shape with a corporate red colour. The identity is built around the new brand positioning "MTV for Experiences". Stay tuned for more on this project later this autumn.
"The new MTV corporate logo that will replace the MTV MEDIA logo is based on the company’s 56-year history. The logo incorporates the round shape of the familiar owl’s eye and the corporate red of MTV Oy. By combining a modern look with traditional references, the new logo successfully links the past and future.
The new logo is handcrafted, and the modern design draws the viewer’s eye to the centre of the circle. The round shape represents the eye with which we inspect the world around us. At the same time the new logo is an invitation to audiences – an invitation to come and enjoy the new experiences offered by MTV." - MTV Media on its new logo.
"The heart of the project is to reclaim that leadership and create a new vision for MTV that aligns the channels and platforms into one cohesive network brand, to help advertisers fully understand its breadth and range of viewership, and to offer Finns new ways of enjoying its TV, radio, internet and live events. DixonBaxi began the project with an intensive and deep company-wide insight phase to get under the skin of the business and understand both the culture of MTV and audience and advertiser perceptions of the brand. Working from the inside out, they created, together with MTV’s staff, a new strategic framework and brand hierarchy for the company, to create a unified portfolio centralised under the MTV network brand.
“The new positioning – “MTV for Experiences” – brings to life the creativity and energy within the business. It reinvigorates and inspires new ways to connect, share and deliver meaningful experiences, both large and small, to audiences, where every moment counts and every detail matters,” explains DixonBaxi co-founder and Executive Creative Director, Simon Dixon.
“It’s a rich, immersive yet agile brand that invites viewers to engage in new ways and take control of what they want, when they want it. Also central to the brand is a sense of authenticity and being rooted in Finnish culture, customs and lifestyle. Principles of craft, design and simplicity permeate the brand expressions and identities,” continues DixonBaxi co-founder and Executive Creative Director, Aporva Baxi.
“We want to make fundamental changes to the company’s operations and not just scratch the surface. Our entire operations are based on an understanding of and close relationship with Finns. Accordingly, we have carried out long- term research and analysis to determine what makes us a vital partner in the everyday lives of Finns. The tight relationship between MTV and its audiences is built on shared experiences. MTV has been the home of experiences for the past 56 years already,” explained MTV CEO Heikki Rotko."