MTV and it's 'new' logo

I'm doing a brand audit on MTV for my design management module and I'm actually finding the research more intriguing and rewarding than any of my practical projects and I'm finding out some awesome things about the channels as a brand. For once, I'm enthusiastic!

This month MTV altered its logo very slightly to a rectangular format in order to fit the 16x9 format of images the MTV broadcast in behind the logo. This way, anything MTV broadcast can be framed in the logo. This seems to be a bit of a trend at the moment, especially with the branding company Wolff Olins.

To be honest, I wouldn't call the new logo a redesign, but I like that it stays true to the original 1980's logo. It's amazing that this logo still looks modern and up to date 30 years on, when nothing has really been changed from Manhattan Design's first MTV logo (they only paid $1000 for the original, who would of thought it'd turn out to be such an iconic logo). I think MTV is one of those brands that is constantly 'refreshing' to fit with the trends and with the times and staying up to date with the youngsters, but the underlying essence of the company will always be cool and have that aspirational quality, MTV is just cool.

Perhaps it's because I've always had a love for the MTV brand that I'm enjoying it, but the more I read, the more I want to be part of this company. My dream job.

Here's the new logo thanks to Creative Review:

Read more about the new design on the CR blog: http://www.creativereview.co.uk/cr-blog/2010/february/mtv-refreshes-logo