MTV One

Official Websites

• https://www.mtv.co.uk
• https://www.mtv.ie
• http://www.mtv.co.uk

Brand Guidelines

2013

Brand Summary

Mission

• MTV’s mission is to entertain and inspire young people, celebrate and amplify their young lives, and be the #1 partner for those who want to connect with them [^1].

Core Values

• creativity
• influence
• reflection of pop culture
• music
• entertainment
• social activation
• pioneering
• curation
• connection
• social interaction
• simplicity
• embracing new media
• youth focus [^2]

Target Audience

• Young people who are engaged with pop culture, music, entertainment, and social media, especially those who value connection and interaction across platforms [^3].

Personality Traits

• fun
• youthful
• diverse
• energetic
• bold
• modern
• innovative [^4]

Visual Identity Overview

• The visual identity is clean, modern, and bold, featuring simplified color palettes, strong typographic hierarchy with Futura MTV Bold and Demi Bold fonts, prominent use of the MTV logo, and layouts that emphasize clarity, legibility, and energetic messaging. Visuals often use vibrant colors, gradients, and vignettes for legibility, with flexible layouts for digital and broadcast formats [^5].

Categories

Brand Imagery

• A vignette is recommended on clips to help legibility.
• Futura MTV Bold 72pt size 72pt leading
• Futura MTV Bold 36pt size 36pt leading

Color Palette

• The 2013 on-air refresh colour palette has been vastly simplified over previous years. Gradients are gone, and we have 5 main colours on MTV One (6 on Sister Channels).
• WHITE 255: 255: 255
• MTV YELLOW 240: 240: 040
• MTV CYAN 025: 200: 200
• MTV PURPLE 050: 020: 050
• MTV LIGHT PURPLE 090: 070: 090
• On white or light coloured backgrounds social network logos must be in their true colours.
• Twitter RGB: 42, 169, 224. Facebook RGB: 59, 89, 152.
• Yellow on Cyan and Black Cyan on White 80% White on Custom
• Text Transparency: 30% White on MTV Purple 40% White on MTV Cyan 85% White on MTV Yellow 70% MTV Light Purple on White

Typography

• Reduce the number of fonts we use.
• Futura MTV Bold is our new primary font across all top level typographical Communication across platforms. The Roman version is supplied but other versions may need to be purchased at local level.
• Futura MTV Bold SIZE:LEADING = 1:1 UPPERCASE
• Futura MTV Demi Bold is our secondary font and used onair for website URLs. The Roman version is supplied but other versions may need to be purchased at local level.
• Futura MTV Demi Bold Size:Leading = 1:1 Uppercase and Lowercase
• Official logos for Twitter and Facebook have been included to this font for your convenience (they replace double angle quotation mark characters ‘«’ and ‘»’).
• CATFISH: THE TV SHOW BRAND NEW Futura MTV Bold 72pt size 72pt leading
• CATFISH: THE TV SHOW FRIDAY 10PM Futura MTV Bold 36pt size 36pt leading
• IT’S TIME TO CHOOSE YOUR FAVOURITE! Futura MTV Bold 108pt size 108pt leading
• Text sizes and leading should never be altered.
• Futura MTV Bold 60pt size
• Futura MTV Bold 108pt size 108pt leading
• Futura MTV Demi Bold 36pt size 36pt leading
• Text size and leading should always be 1:1 (eg. 100pt size: 100pt leading).
• The box is scaled to give even spacing around the text, equal to the leading space.
• The font, angle and animation are fixed, but any colour combination is possible. Scale and position them as you prefer.
• Rotation: 9º anticlockwise
• Text size and leading should always be equal (100pt size:100pt leading).
• Futura MTV Bold 54pt size
• Futura MTV Bold 72pt size 72pt leading
• Futura MTV Bold 36pt size 36pt leading
• Twitter and Facebook logos for URLs have been built into the font (see page 7).

Logo Usage

• All promos now sign-off with the MTV Logo window, which should always be on white for best legibility.
• As the Promo Sting features a filled logo it is only ever used on white..

Tone And Messaging

• MTV has always been about creating, influencing and reflecting pop culture through music, entertainment and social activation. We pioneer, ignite, curate and connect stories and social interaction across all platforms.
• Our mission is to entertain and inspire young people, celebrate and amplify their young lives and be the #1 partner for those who want to connect with them.
• Build upon the positive attributes of the current promo toolkit.
• Simplify all on screen communications.
• Remove confusing differences between AAA promotion and others.
• Embrace social networking and “second screen” viewing.
• FUN
• DIVERSE MUSIC EVERYWHERE
• AND IF YOU ASK ME… TURN UP THE BASS!
• Youth Pioneering We’ll be forever young. You know we’re superstars.

Brand Values

• MTV has always been about creating, influencing and reflecting pop culture through music, entertainment and social activation. We pioneer, ignite, curate and connect stories and social interaction across all platforms.
• Our mission is to entertain and inspire young people, celebrate and amplify their young lives and be the #1 partner for those who want to connect with them.
• The challenge in 2013 lies in taking our existing ‘look and feel’, refining it, and creating a brand that focuses on what is most important to our viewers in this new media environment.

Visual Style

• Futura MTV Bold 72pt size 72pt leading
• A vignette is recommended on clips to help legibility.
• Futura MTV Bold 36pt size 36pt leading

Layout And Composition

• Futura MTV Bold 72pt size 72pt leading
• A vignette is recommended on clips to help legibility.
• Futura MTV Bold 36pt size 36pt leading

Delivery Formats

• SD PAL D1/DV Widescreen (fullscreen) (720x576 25 fps)
• SD PAL D1/DV (fullscreen)
• (720x576 25 fps)
• SD NTSC D1 (fullscreen) (720x486 29.97 fps)
• HD PAL (fullscreen)
• (1920x1080 25 fps)
• HD NTSC (fullscreen)
• (1920x1080 29.97 fps)
• Versions for edit software use animated mattes to reveal text, rather than animating the text itself, and so have a slightly different look.

Digital Guidelines

• CATFISH: THE TV SHOW BRAND NEW Futura MTV Bold 72pt size 72pt leading A vignette is recommended on clips to help legibility.
• CATFISH: THE TV SHOW FRIDAY 10PM Futura MTV Bold 36pt size 36pt leading A vignette is recommended on clips to help legibility.

Print Guidelines

• Futura MTV Bold 72pt size 72pt leading
• A vignette is recommended on clips to help legibility.
• Futura MTV Bold 36pt size 36pt leading

Additional Properties