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New Logo and Identity for MTG by BVD



Noted Nov. 12, 2014 by Armin

Industry / Entertainment Tags /


(Est. 1997) Modern Times Group (MTG) is an international entertainment broadcasting group with operations that span six continents and include free-TV, pay-TV, radio and content production businesses.

MTG’s Viasat Broadcasting operates free-TV and pay-TV channels, which are available on Viasat’s own satellite platforms and third party networks, and also distributes TV content over the internet. MTG is also the largest shareholder in CTC Media, which is Russia’s leading independent television broadcaster. Modern Times Group is a growth company and is listed on the Nasdaq OMX Stockholm stock exchange.”

As part of the rebrand, MTG is also renaming its broadcasting operations in London to MTG from Viasat, and its international wholesale channel business from Viasat World to MTG World.

Design by

BVD (Stockholm)

Related links

MTG press release
BVD project page

Relevant quote
We developed an identity which functions for all MTGs touch points and which encapsulate the essence of the MTG brand and it's need to be updated to suit a new competitive landscape. It needed to be strong, modern, cohesive and clear.

The use of red in the brand identity accentuates MTGs vibrant and truly entrepreneurial culture and is also an important part of the company's visual legacy. The logotype's high density letter-spacing emphasizes the coming together of the MTG brand. Striving towards a common goal regardless of organizational or geographical borders. The G in the MTG logotype is slightly tilted to capture the strong drive of the company and the possibility to amplify the users entertainment experience regardless of platform and media.

BVD provided text

Images (opinion after)
New Logo and Identity for MTG by BVD
Logo detail.
New Logo and Identity for MTG by BVD
Sampling of guideline pages.
New Logo and Identity for MTG by BVD
New Logo and Identity for MTG by BVD
Digital presence.
New Logo and Identity for MTG by BVD
Lobby signage.
Logo animation. With fire, because fire.
Text animation that follows the clock-like behavior of the logo.
There is no party like a turning-on-the-logo-party.

The old logo is what I imagine the radio tower that broadcast the 1938 adaptation of H. G. Wells' The War of the Worlds that panicked everyone. In other words: It looks old and naive, both in good and bad ways. The new logo also looks old and naive but I fear only in a bad way. It's such a weird way of combining those letters that is unflattering to all three on their own and as a monogram. If you didn't know it was called MTG, I doubt you would see the "T". In application, the identity is okay, with a nice color palette, a simple sans serif du jour, and some friendly layouts. The logo animation sort of hints at the visual narrative the logo is trying to convey and the text animated in the same manner helps support it but, overall, this falls short of all the things the quote above suggests.

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