![](https://freight.cargo.site/t/original/i/2c807b8553c3e11b08272aac1da678b2400d419d8fb929df15f3acf4e49c33a3/MTV2P_Book_01.jpg)
![](https://freight.cargo.site/t/original/i/a016438e1218a70ea6933d4aeed51b222c8d721f781d13fcc2578d9f69fe8a81/MTV2P_Book_02.jpg)
![](https://freight.cargo.site/t/original/i/f69be17207ae74204027f4887151f8fca956019792fb7dee886888418a4028c7/MTV2P_Book_03.jpg)
![](https://freight.cargo.site/t/original/i/2cac5b29927ed6fe1a39019880f0b763e39ef8f07b34f714b0e5114668f0e79f/MTV2P_Book_04.jpg)
![](https://freight.cargo.site/t/original/i/b4493ee619aa3b29a94e16b9623287555aa75fe9381fbb8fe7506c053336c9ca/MTV2P_Book_05.jpg)
![](https://freight.cargo.site/t/original/i/5250b76cd0e6de19840111b0b41d58a907430417a56fd9470ff8df7b33ba2266/MTV2P_Book_06.jpg)
![](https://freight.cargo.site/t/original/i/b950e0caa8e6365181a109b8f7318a02209e4c7fa34f62c402c452e2bb4bbf05/MTV2P_Book_07.jpg)
MTV2 Identity Pitch
DESIGNED AT BRAND NEW SCHOOL, 2004
These are a few of the ideas and visuals we presented for a rebranding of MTV2 in 2004. We suggested a few very radical structural revisions, some of which were eventually put into practice.
Some of them didn’t make the cut:
The Quadrants concept takes the ideas of crawls, tickers, picture-in-picture and violators to the extreme by completely eliminating the center focus, with only the audio providing direction. All content would be curated via algorithms; using pre-produced pieces as well as Viacom broadcast feeds and web-sourced user input.
![](https://freight.cargo.site/t/original/i/cf45e45c0e39d1e955316513c65446c99ad7250fd0be9e4bb13a7a74b96acd29/MTV2P_01.jpg)
![](https://freight.cargo.site/t/original/i/52aad35477ba1441bccb4d4370317c11d03ee17086021e296507213bd4407951/MTV2P_03.jpg)
![](https://freight.cargo.site/t/original/i/9f601d550616a6ccfdfb548270e7ac2fff31e3f9001748357e4b14ebd751ac1e/MTV2P_04.jpg)
![](https://freight.cargo.site/t/original/i/aacbce7446e99b2fe3c7a4224c84131ad310bc5fec56a4b9561ff33b704af9f5/MTV2P_06.jpg)
![](https://freight.cargo.site/t/original/i/d829f625cfc8ed27620602d39fd05e2c79dcacb5a8805162da9235ba084913b2/MTV2P_07.jpg)
![](https://freight.cargo.site/t/original/i/e7e7198ae496c323075d253113567691118e430a662fed6eca803fd02cad3831/MTV2P_09.jpg)
![](https://freight.cargo.site/t/original/i/a2976195a5b9a74d78379480dc00d538828b67504ebe1adffaea3c54b35f6cc2/MTV2P_12.jpg)
![](https://freight.cargo.site/t/original/i/ddffbec0c0b4a910c73df2657d2f0c33087260501642a972669ec2688525ca50/MTV2P_13.jpg)
The Landscapes and the Elevations concepts use the elementary framework of a black background and a straight camera direction to unify any number of drastically different visuals. Designers and animators would be asked to interpret a randomly generated hybrid music genre such as Cosmic Punk, Micro Soul, Sci-Fi Hip Hop or Pre-Rock.
![](https://freight.cargo.site/t/original/i/7f5fa0d3b8f2dbb05b2e0dc4b8b646f09f2996dce006ea01a7b10d4d455a5777/MTV2ID_Landscape_DG1.jpg)
![](https://freight.cargo.site/t/original/i/b43d08a348bf5b5702633dc290ad90afd803a13579e1a8ae18f78f84030a83dd/MTV2ID_Landscape_DG2.jpg)
![](https://freight.cargo.site/t/original/i/9b39bcffe583c2fc21f6fb5311044aadb0c39f08715face0ebbb242bf3115a4a/MTV2ID_Landscape_DG3.jpg)
![](https://freight.cargo.site/t/original/i/140c431c32df03c580d66c706037cb9b1757d13bb927d1d1fdc8529ce49d277e/MTV2ID_Landscape_DG4.jpg)
![](https://freight.cargo.site/t/original/i/d2e3674c4d224cff46c1f59453a0b57919cf31f5afd50ebd08f4a5bbf8862062/MTV2ID_Landscape_DL1.jpg)
![](https://freight.cargo.site/t/original/i/cb509f9e2adb292d503abe02b660e0ae82d0d4fcf966269ab5edbb86b48685ca/MTV2ID_Landscape_DL2.jpg)
![](https://freight.cargo.site/t/original/i/71daa16b7a8bc1f4c73d839bd66c589d458e9115331cdc3efe6e257be81d67c3/MTV2ID_Landscape_DL3.jpg)
![](https://freight.cargo.site/t/original/i/89977963a51a5bf15010eb94d496950ac6feaba9fc92fd4d03e05dd6c0bd651b/MTV2ID_Landscape_JG1.jpg)
![](https://freight.cargo.site/t/original/i/59b9caa58909f9e89c1131ffc25f7dffde46d94df4f042a7e132f67afce0a02b/MTV2ID_Landscape_JG2.jpg)
![](https://freight.cargo.site/t/original/i/cb614296d4fab84b4cc45b43c1fd0858f210e1ca302785f6b8cf0f95d6fd758e/MTV2ID_Landscape_JG3.jpg)
![](https://freight.cargo.site/t/original/i/bb303a1cbf40bfe9ff745483cfcda995267712041e15b1000f34de5b582cbcf2/MTV2ID_Landscape_JG4.jpg)
![](https://freight.cargo.site/t/original/i/dcd7ca371f6bb1580f8db06e1a269fd8766ec1649d12714534bed7935fc1ce6f/MTV2ID_Landscape_JG5.jpg)
![](https://freight.cargo.site/t/original/i/f009acb99652ddbfd05c7cf29cc95246b183e6ac88c187b1177bdbd83e4055a6/MTV2ID_Landscape_JS1.jpg)
![](https://freight.cargo.site/t/original/i/c6a311361ff3a9f85597c173623c89722581aa9c622a351f4f1ae61a4e7f1de5/MTV2ID_Landscape_JS2.jpg)
![](https://freight.cargo.site/t/original/i/d3832b776459f1033925fdcbb09e6221b0ecd29bdf5a0450f3f3ffb677edc538/MTV2ID_Elevation_DG1.jpg)
![](https://freight.cargo.site/t/original/i/0bfdc40edcab4e6ac8eda6665989314d17a1f1e6c69b1fbac999a61208bf7e6b/MTV2ID_Elevation_DG2.jpg)
![](https://freight.cargo.site/t/original/i/0141cf53e568ab9b562f01703d30c9791ec28112ee03af1cf4c8c003dd39350f/MTV2ID_Elevation_DG3.jpg)
![](https://freight.cargo.site/t/original/i/7634a6a3b5b54282977f199f3735cb14cdb38a3b307053f891b0f0143afd1bad/MTV2ID_Elevation_DG4.jpg)
![](https://freight.cargo.site/t/original/i/995c4db6667246bc27100e870996917d63ea548624a57bc928d95e5257dd1e7a/MTV2ID_Elevation_DG5.jpg)
![](https://freight.cargo.site/t/original/i/fc8169787d9516f56b41dd2163147a47ada92aa21a375bbba7a3b5b2f69d899d/MTV2ID_Elevation_DL1.jpg)
![](https://freight.cargo.site/t/original/i/59862a144a210c93138b645b0d393301845ee6bb04e57f98abfc8921a1a3fbd7/MTV2ID_Elevation_DL2.jpg)
![](https://freight.cargo.site/t/original/i/8551cda4b8349193e15246ef21f95a5074b57db2dbf2f4cefa3d1f10d65800a9/MTV2ID_Elevation_DL3.jpg)
![](https://freight.cargo.site/t/original/i/a4c8eafd27e42d92b6eea87f0546a95b862686e29c057dc05072ee222886830c/MTV2ID_Elevation_JS1.jpg)
![](https://freight.cargo.site/t/original/i/2af5cdc471b7e49d2724254f525808218fb34a9b4b4dae55131e7a22bda42658/MTV2ID_Elevation_SD.jpg)
--------------------
Client: MTV Networks
Design Company: Brand New School, New York
Creative Director & Designer: Jens Gehlhaar
Illustrators: Sean Dougherty, Dennis Go, Doug Lee, Jon Santos
For more network identities:
Fuel TV 2010 Identity
Fuel TV 2003 Identity
IMF The International Music Feed Identity
VH1 Classic IdentityESPN X Games Identity
MTV Sunday Stew “Parade”MTV Sunday Stew “Machine”