The 'Music Television' text has been dropped, which I like - MTV is so iconic that it stands alone without the need for accompanying text just like the Nike swoosh and it didn't do Kentucky Fried Chicken any harm shortening their logotype to KFC. The dimensions have been widened to allow for the comfortable insertion of widescreen TV footage - adding footage or photography into logos is a current trend (see Sky TV logo, NYC Tourist board's logo, Museum for Art & Design NY logo, AOL's logo, some uses of the London 2012 logo, some uses of the old Living TV logo). The outlines have been made bolder on the 'M' and dropped on the 'TV' and the shape is generally stronger, although a curious cropping of the 'M’s bottom perspective could appear as if accidently cut-off. Perhaps they think leveling the bottom horizontal line indicates strength, but I can't see what harm placing in the bottom perspective up-lines in would do to the refresh.
The original was created by Frank Olinsky and team at Manhattan Design in 1981, (see the 'MTV Logo Story' here http://www.frankolinsky.com/mtvstory1.html) giving MTV a completely flexible canvas in which they could play: they could use any colours or materials for the 'M' and the brand identity sat chameleon-like in any environment.
The press release states the new logo “represents a new visually defined MTV stimulating its past, present and future and embracing it’s diversity. Everything from Jersey Shore, to the VMAs to collaborations with the MoMA. The logo is part of MTV’s re-invention to connect with today’s millennial generation and bring them in as part of the channel.”
Does today's 'millennial generation' always have to see pictures of themselves and their beloved celebrities to connect with a channel? As a design student, the thought of designing for MTV was too cool for school, and when I got my chance to play with the logo on one of yester-years European Music Award websites I was REALLY excited, specifically because I could do my own thing with this iconic symbol. Any designers could express themselves with the MTV brand, and that led to 30 years of graphic fun and creativity. I still tune into MTV today to see the on-screen graphics to see how the brand constantly keeps young and beautiful.
There's been a mixed reaction to the redesign (see all the comments on the 'MTV logo changes, stays same' article in Creative Review http://www.creativereview.co.uk/cr-blog/2010/february/mtv-refreshes-logo) - some quotations from their article here:
"Interesting how the chopped off legs actually makes it look like its sinking into a quagmire, which nicely reflects the brand. Personally I think too much readability has been sacrificed here in order to turn the logo into a holding device for 'fabulous gallery of life' imagery. I'm not sure it will clearly say MTV in use. Its all a bit 1996, and desperate. The original stuff from the very beginning is miles better than this." Orbit Lesser 2010-02-09 16:25:35
"They've cropped it, that's all. It works. Get over it." Banoffee 2010-02-09 13:04:57
"I can understand why they've done it, it looks alright, but the original MTV logo and its many various applications and appearances became so iconic! I'm sure it will be remembered in history of music design like the Rolling Stones Lips etc. In the long run with all the retro graphic and fashion style revivals, surely it would have been 'cooler' to stick with the unique classic rather than just become like everything else." James Cotton 2010-02-09 11:15:14
“You will also notice it has lost it's perspective! The logo that is. It's a refresh but it doesn't smell fresher” MR HATE 2010-02-09 13:43:27
"for where the logo will be used (mainly tv) i think the logo "refresh" really works. i like the fact they havent completely changed it either. its an icon, and still is!" waggit 2010-02-09 11:34:30
I quite like the redesign, with my business head on I can see why they've done it - lots easier for the channel to update with TV content and certainly the dimensions on TV will work, the losing of the text works and it does look more professional and powerful. However, I can't help feeling a little sad at the loss of the playful nature of the logotype, whose value's symbolized the shiny new music television channel we fell in love with in the (again fashionable) 80's.