The broader shape of the M allows for footage, faces and promos to be showcased in its internal area. In its third and latest version, the logo drops the words Music Television and embraces the philosophy of the logo being a container for images. It also goes for solid colours, as opposed to the many playful variations of the past. Designed in 2010 by Universal Everything, the logo doesn’t lose its old looks despite its height being squashed. This is when the third and latest version of the logo appears, the one still in use today.
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The big shift in the programming of the channel is represented in the logo as well. The blocks of video clips typical of the 80s are now replaced with reality shows like Jackass, The Osbournes and finally Teen Moms and Jersey Shores. The channel’s strategies change radically and with those, the logo changes as well. With the advent of the digital age, the decline of MTV begins. And from minute one we see the logo changing in so many ways: zebra, polka dots, stripes, bricks, flower patterns, high contrast colours and more. The new music channel opened with the famous moon landing. Over time the logo has seen so many variations it’s difficult to keep track – and it all started from the very beginning. More importantly, from the very beginning, there was no fixed colour scheme, giving space to creatives to fool around with colours and patterns. Like every good design, the logo incorporated just so many things – youth and rebellion of the graffiti art movement (which was huge in New York at the time), combined with the seriousness and authority of music.
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The big M carried the two letters TV sprayed in graffiti style.
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It was done by Manhattan Design again, who delivered a sans serif M with three-dimensional features. The now-iconic logo stood on the bottom left of the screen. When on 1 August 1981 John Lack opened the first MTV broadcast with the phrase “Ladies and Gentleman, Rock’n’Roll”, he unknowingly started a revolution in music and pop culture.