Launched in 1984 and commonly, but perhaps not too affectionally, referred to as the MTV of Canada, MuchMusic is a television channel devoted to music. Much like MTV, MuchMusic has also transitioned into less music and more reality TV, scripted programming, and movies. Coinciding with the acquisition by Bell of CTV, MuchMusic parent’s company, the channel introduced a new identity that did away with its 15-year-old logo that had gained significant recognition.
The old logo felt like a sticker you would find in the restroom of your favorite club and, if drunk enough, you would scribble “Fuck Yeah!” on top of it with a black marker. The new logo… is like a business card you would find in Martha Stewart’s bathroom. And it would be scented. The contrast in old and new is so jarring that it’s clear that someone didn’t want to have anything to do with the channel’s past. The new logo is not only boring, it’s awkward and places emphasis on the wrong things: I mostly see “UC”. There is also one-color applications that then have an additional background that, although not any more pleasing, at least resolves the “M” a little better. For a music channel for a young generation of viewers this logo is very subdued.
In animation — and I hope I have this right since I can’t just turn on the telly at 5:30 am and check that this is the actual on-air look of a Canadian channel — the logo looks great because it’s almost not there and the subtle color palette and minimalist graphic look is very nicely brought to life by motion designer Nicolas Girard. He has more work for MuchMusic on his Vimeo site.