MTV is a peerless purveyor of pop culture. Ever evolving, its iconic brand is managed by the MTV World Creative Studio, a global creative services department based in Buenos Aires. The studio’s work is wide reaching and varied, creating everything from websites to short films, on-air graphics, video games and commercials.

When MTV World Creative Studio approached Pentagram to create its visual identity, a tight brief was provided, asking for a simple, adaptive and responsive logo that could live alongside MTV’s constantly evolving brand.

Pentagram responded to the brief by designing a set of logos that replicate digital, analog and combined waveforms that celebrate MTV's history of pioneering audiovisual content.

The logomarks are short waveforms, which are animated, extended and equalised to match the beats of music. The waveforms are distinct, simple black and white forms that allow the brand’s creative work to come to the fore.

The logos’ movement represents the ever-changing sounds and beats, whilst their monochromatic colour palette allows them to work alongside photography. This simplicity is practical in application and descriptive in nature, reflecting the behind-the-scenes and working nature of the studio.