Paramount Networks EMEAA

MTV branding[edit]

Upon its launch in Europe in the late 1980s, MTV Europe made use of MTV US's on-air identity. Overtime, MTV Europe gradually produced its own on-air identity throughout the 1990s. From 1997, MTV's regionalization throughout Europe brought about specialized on-air identity which reflected the tastes and influences from each region. As part of a global rebranding strategy, MTV Networks International decided to produce a new on-air identity that would air on all MTV channels around the world (except MTV US, MTV Canada, MTV Germany and MTV Brazil). On 1 July 2009 all 64 MTV channels globally began to share the same on-air branding. This branding made use of a standardised logo, idents and promos^[14] (except MTV US, MTV Canada, MTV Germany and MTV Brazil). The on-air branding initiative was called Pop X1000 reflecting the changing nature of popular culture with MTV at the heart of these rapid changes. The branding was designed by MTV's design department World Design Studio in Milan and Berlin with additional designs added by other global departments throughout the year. The branding was overseen by Universal Everything. This branding was adopted by MTV Networks Europe (in Germany), MTV Networks Asia, MTV Networks Africa and MTV Networks Latin America. As part of MTV's rebrand awareness campaign MTV teamed up with Spanish retailer ZARA in December 2009 to provide branded themed T-shirts and hoodies representing the "Pop X 1000%" campaign.^[15][16] On 8 November 2010 MTV launched its third phase of idents.^[17]


In 2010, MTV US & MTV Germany rebranded its entire network of channels producing a revised version of the traditional MTV logo. It was decided that MTV Networks International channels would adopt this logo at a later date. On 1 July 2011, MTV Networks Europe rebranded its network across Germany, Europe and globally. MTV replaced its old logo with the then-current MTV US logo.^[18] On 30 June 2011 MTV's localized websites throughout Europe began to use the new branding. As part of a new strategy, MTV Networks Europe became part of Viacom Media International Networks in the winter of 2011.


In the fall of 2013, Viacom International Media Networks announced it would relaunch its MTV channels globally with a new on-air identity. This came into effect on 1 October 2013.


On 25 June 2015, MTV International channels were rebranded with a new initiative to get more viewers involved with the channel. MTV launched MTVBump.com where viewers could upload short video clips which will air on MTV channels worldwide (excluding MTV US and MTV Canada). MTV also launched MTV Art Breaks where creative viewers can create special MTV idents. MTV would also launch MTV Creative, another initiative to coincide with MTV Bump. However, MTV's rebrand still saw falling ratings.^[19]


In early 2018, MTV Global began to roll out 'MTV Mood' identity on-air and online. The new look was first used by local MTV channels across Latin America. MTV Europe began using the new look at the end of 2017 along with MTV Germany, before rolling out across Europe in January/February 2018.^[20]


On September 14, 2021, MTV launched a new on-air identity; producing a "unified global brand with space for self-expression", for the first time MTV in the US & German shares the same on-air identity as MTV globally.^[21] MTV also introduced its first commissioned font, unique to the channel titled 'Gravity'.^[22]