MTV is officially “old” today!

Yes, MTV turns 30 today. With my party hat on and noise maker in hand, I can’t stop from blurting out a short but sweet history lesson in honor of the special event. (I also ask that you take note: MTV’s contribution to graphic design and the role it played in evolving identity system design is like, HUGE. HUGER than HUGE!)

At the onset of this discussion, let’s separate the term identity system into two parts: the identity and the system.

Identity is the collection elements used to give a company, product or service unique characteristics.

System is the process used to ensure that the audience always associates tangible elements with the company, product or service.

We relate best to personable things and store information based on our senses. Sight is one of our most trusted and important senses. Most of us trust sight above all other senses.

An identity system is used to give character traits to something that does not have character of its own. Products, companies and services have no native visual presence. In order for a product to be remembered, or a complex business structure to be understood, it helps to assign symbols and visual clues to them. Graphic design is used extensively to help convey this corporate image and branding in a physical way primarily through logo design — a core component of what is known as corporate identity.

As companies become more global and diversified, it is more important than ever to make sure their principles and structure are presented clearly in order to be understood by the intended audiences. A great brand, if inconstantly applied or often changed, will fail to make a lasting impression on the desired audience. On the other hand, a poorly designed or executed brand, if consistently applied, will create a lasting impression, but chances are it be the wrong one.

Let’s move onto the brand of the hour: MTV

The original MTV logo started out as a poorly executed Polaroid shot of a hand holding a tomato. Sounds mystical doesn’t it? Guess it never saw the light of day. (2) Frank Olinsky and the creative team at the risk-taking, experimental design firm Manhattan Design (1979 — 1991) introduced the concept of an MTV logo with a constantly changing persona. It is a graphic that can stand numerous changes/treatments, depending on the occasion, without ever losing its base design and familiarity. (3) The music television (MTV) identity was contrary to the widely held belief that trademarks should be absolutely fixed and used in a consistent manner. (I swear I’ve heard myself say “ying while others yang” like a million times?!)

MTV first went on the air in 1981 and eventually changed the way music is presented and marketed internationally. I must point out this event foreshadowed motion graphics to come. The MTV logo played a major role in redefining visual identity in the electronic age, both for electronic media and print.

Rumor has it during the design process, one Manhattan Design partner scribbled “TV” onto another partner’s design indicating that the design needed something to make it pop. The network liked the combination of the M and TV so much that they changed the name of the network from the music channel to music television.

The MTV logo is an easily recognize symbol today. When you see “the chunky, block `M’ and the dripping ‘TV’,” you recognize what it stands for. Today this symbol has lasted more than 30 years almost unchanged. I can't help but ask you: Why has this symbol stood the test of time?

Some thoughts: by keeping the design simple Manhattan Design allowed the ‘M’ to be altered without altering the identity itself. This flexibility has given MTV an opportunity to put whatever they want in the ‘M’, be it a pattern to match a holiday or an illustrative pattern to represent a genre of music. Music is always changing and with a flexible logo, it allows for changes in the identity too. Manhattan Design went against the long held mantra “consistency is key to the success of an identity system.” They successfully designed a logo made for change. (4) Gotta love that the creative minds behind this identity system were willing to take a creative risk.

Below are some excellent resources you might want to reference if you are exploring the history of MTV in greater detail.

On This Day in History - MTV Turns 30

http://peachtreecorners.patch.com/articles/on-this-day-in-history-mtv-turns-30

The first video played on MTV: Video Killed the Radio Star

http://youtu.be/hiJ9AnNz47Y