MTV International goes Bare

Last week Creative Review reported on what I think is one of the biggest brand stories of the year: The new look for MTV International headed by Universal Everything. It would be bigger than big had this new look also applied to MTV in the U.S. but, unless I got my 60-plus MTV channels confused, this change only applies to the MTV International Network, which is still a hell of a lot of channels for a hell of a lot of people. What makes this big, and at the core of this identity change, is that the MTV logo will no longer mutate to the whims of every and any designer and animator that gets his or her hands on it. No, the logo will now only appear in its original, black and white wordmark designed back in 1981. What’s funny though is that the designers never really intended for the MT