Drop & Crop: MTV’s New Logo

MTV's New Logo

Well it’s about time, MTV hasn’t been “music television” in a long time, I dont think I have seen a music video on MTV in over ten years. So when MTV unveiled their new logo on Monday the first thing that is really noticeable (not to mention highly appropriate) was loosing the tagline. Of course I cant say much else has changed, other then a nice tight crop on the logo itself. It’s the first time I have seen a logo redesign and thought to myself, “That’s it?” It’s sort of funny the MTV logo is known to change it’s appearance on a daily basis from colors to funky patterns to disguising itself into another object like an amp or television set. It has to be the most well-known and manipulated logo. So is this new design really a redesign or just another manipulation?

Variations of the new MTV logo. Image from thewrap.com

According to Andrew Hampp’s article in AdAge.com, MTV general manager Stephen Friedman explained:

“We needed the logo to be flexible enough to have the artists within it but also the stars of our shows. It’s an updating that speaks to this audience in a much simpler, bolder way.”

Hampp also writes, “Mr. Friedman said MTV has also had a problem with brand recognition among viewers who would love certain shows but had no idea they aired on MTV. “The way the logo frames it makes it a simple reference point,” he said.”

Old MTV Logo

The new logo was done in-house but the original logo was done by Frank Olinsky. According to Olinsky’s story the logo was meant to always change:

” [When] asked to come up with the “corporate colors” for the logo. The decision was made that there weren’t any, and that the logo should always change. Knowing that many animators, designers, ad agencies, etc. were going to be working with the logo made them think how, just like rock music always changes, the logo should also. This was a concept that had never been used on a logo before. The “M” and the “TV” could be made of any colors and/or materials.”

Even Cookies! So is the new logo a redesign or a logo that was born to always change? Any thoughts on a new tagline for MTV? K

MTV Promo Cookies from Rolling Pin Productions

Sources:

Hampp, Andrew, “Does MTV’s New Logo Look Too Mainstream?” [Mediaworks] Advertising Age. February 9, 2010.http://adage.com February 9, 2010.

Olinsky, Frank, “MTV Logo Story” http://www.frankolinsky.com/index2.html. February 9, 2010

Stableford, Dylan, “MTV No Longer About ‘Music'” [Media Alley] The Wrap. February 8, 2010. http://www.thewrap.com. February 9, 2010.

MTV Cookie image:

http://www.rollingpinproductions.com/Logos.htm

Crapvertising

The worst in advertising 2009

Can’t believe no one has done this sooner, but finally an award for the worst of the worst, shitty advertising. The Tracy awards, named not after the crappie town I spent my youth in (which would seem highly appropriate) but after it’s founder Tracy Crowell of Crowell Advertising in Salt Lake City, UT. The First Annual Tracy Awards included awards such as Best reckless waste of expensive talent, which went to Oreo’s ” Double Stuff Racing League,” Best use of cross-promotion to single-handedly destroy comedy forever, which went to Microsoft’s “Family Guy/Windows 7,” Best use of a dead horse to beat another dead horse while jumping the shark which went to Coors Light’s “Post-Game Coach Interviews” and my favorite Best cavalier perversion of the English language in a PSA which went to Utah Governor’s Committee on Employment of People with Disabilities “Don’t ‘dis’ ability” Billboard. Although I am sure the state had a budget, there is no excuse for such perversion and horrific design. However, the Tracy Awards left one very important award out, the award for Best use of an old fart trying to sell homogenized condiments to sandwiching eating hipsters who will not tone it down [Miracle Whip, We will not tone it down]. To see the full awards list check it out at The Tracys Awards.com. K

Barcode Revolution

Why hasn’t anyone done this sooner…redesign the barcode! It’s a classic example of assuming something has to remain untouched because changing it would create chaos. Leave it to a Japanese design firm, Design Barcode, Inc, to push the boundaries and explore creative freedom by changing the barcode and starting a revolution. Although they have been doing this for years, I have yet to see or notice one on packaging here in the States, but apparently, they are all over Japan.

Save 20 Gallons

Billboard for the Save 20 Gallons Campaign, off San Carlos, San Jose

Around the South Bay I have seen a couple of billboards for this ad campaign that was launched in May by the Santa Clara Valley Water district and created by The Hive Advertising of San Francisco. What caught my eye was the campaign’s retro style, which I find charming and a fun way to get people to do something. With Fall approaching, I am curious to know how effective the campaign was this summer. Check it out, even the television spots have that crackling effect and that “can do” sales pitch voice from the 50’s, just like on the Cialis commercials. Maybe they should just pump Cialis in our water supply so will use less of it but get bigger results! K

Check out the campaign here.

Who took my pickle?

From pickle to tomato

While having breakfast one morning at Stacks, I noticed Heinz has replaced their iconic little pickle with a vine ripe tomato on their ketchup bottle.  According to Heinz, they have retired the pickle after 110 years from the ketchup bottle and replaced it with the tomatoes to emphasize their “Grown not Made™” campaign. Although the tomato is more appropriate then the pickle, illustrating a natural and fresh product, the little pickle will be missed. So where did the tiny pickle come from? According to Heinz, the pickle originally adorned itself as a pin and was handed out at the World’s Fair over 100 years ago as a marketing gimmick. The “pickle pin” grew in popularity, as did Heinz, eventually taking its place on Heinz packaging. Apparently, you can still get a “pickle pin” through Heinz directly by request. Although I have yet to receive mine.

Too much change is never a good thing!

Earlier this year Pepsi Co released new packaging and ad campaigns for their Tropicana Brand. In less then 2 months after the new package was on the shelves sales dropped 20% according to Ad Age, and consumer complaints increased. Causing Pepsi Co to bring back the old Tropicana packaging this past March. So why was this re-branding such a flop?

Old Tropicana rebrand created by Sterling Brands (left) New Tropicana rebrand created by Arnell (right)

To much change! Most consumer’s are loyal to the products they buy. They know what it looks like, where it is in the store and how much it cost. When a company changes a brand completely it is no longer recognizable. This is the case with Tropicana, created by Arnell, New York. Arnell not only took away the iconic orange with the candy colored straw, but also changed the logo, typography and layout. Arnell broke every re-branding rule in design and advertising. Starting with the iconic orange, replacing it with a close-up shot of a glass of orange juice. Arnell claims in a press conference, “historically, we always show the outside of the orange. What was fascinating, of course, is that we never show the product called the juice.”

Right and there is a reason for that…historically we always show the orange because the orange is an icon. Besides if your going to show the juice, back-up and show the juice, in a juice glass!

Arnell also changed the typeface of the logo as well as its position on the package. “Tropicana” is now smaller, sans serif, going up the right side of the carton, which is hard to read and competes with “100% orange.” It’s not surprising consumers mistaken it for a generic brand, they wont buy what they cant see.

The key to successful re-branding is to not change too much. Change needs to be gradual, as consumer’s many of us do marry our brands. If the brand does not look the same, consumer’s question if it is the same. The overall concept of the new orange cap squeezing into the glass of orange juice is original, witty and interactive. The actual design and execution was far to abstract, and to great of a change at once.

Share your thoughts… Why was this change necessary? Why so much?