On Air Branding

To systematize MTV’s existing on-air branding, we designed a highly rigorous and gridded extension to their identity to clarify their diverse programming. From the Video Music Awards to the Real World, our new on-air system incorporates clean, bold typography and white dialogue boxes applied to menus, promos, interiors and message center. The system’s close attention to typography and photography gives a rational, visual methodology to the many variations of MTV’s on-air brand.