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更多电视,更少音乐

去年,就在现在这个时侯左右,当我们正在想什么品牌会在愚人节挪揄我们时,MTV就跳了出来。只是因为我们曾经以为没有人会相信MTV的标识会更改。毕竟,现在这个改变的时刻终于到来 – 在MTV和它的标识和着那个明显的吉它重复乐节于1981年上午12:01分初次登台的将近29年之后—除了那些我们已经知道的之外,几乎没有什么真正有所改变。MTV不再是关于音乐的了,而它的新标识也摒弃了“Music Telelvision”(音乐电视) 这个阻碍性的描述。

“如果你看这个频道,你就会知道它明显地在往一个新的方向在走,”Exarhos说,“我们真正想看到这个标识以一种新的方式独具特色,这真正意味着它能够在任何规定的时间内收藏发生在MTV的所有伟大的事情。
“我在MTV很长时间,它在这些年内被重复创造并有点维持着一种不固定的性质,我们从来没有接触到我们的标识,这有点讽刺,” Exarhos说“它是一个了不起的,偶像般的标识,但今后它不再以我们需要的方式来存在,它需要表达更多关于MTV的今天,而不是它在1981年曾经的过去。”

“从一个真正的设计的理念来说,我们并没有紧盯着丢失“音乐电视”这一点或者其他原因,而是从一个实用性的立场来看的。”市场和多平台创意企化的执行副总裁Tina Exahos说
这个修订的标志是由MTV内部的设计人员设计的,抱歉如果我只是指出了它明显的更改部分,它通过去掉“TV”字样原先的突出部分并使它的弧线变得平和来整顿了“TV”字样,同时也加宽了白线使它变得更为广阔,更大胆的是,它简单地砍掉了“TV”字样的腿,这使它看上去显得古怪并粗短(也许,这是对MTV此刻的超级明星SNOOKIE的一种认可)。对那些没有在MTV和“霜麦片”成长起来的人来说,这个改变并不重要,因为这个标志和它无穷无尽的排列并没有怀旧的价值;实际上,我打赌多一点流线型和少点模糊法会更受欢迎。而正如新的MTV观众们的出现,这个简化的标识更加充当着一个品牌标识,而不是它曾经作为的一个狂热膜拜型标志。但是,当然,我忍不住评价它曾经的样子,但在它的新的结构里,MTV的标志看起来象是一个刚刚做了不讨好的外科整形手术的老朋友,塞进拔出太多以致于留下一种有什么东西曾经在那儿的印象。

新标识的另一个方面,是替换掉了它的变色龙般的个性,现在它只是字面意义上的一个MTV超级明星的空船,那些移民到这个标识并给它带来财产资力的MTV超级明星们—–也许这是一个矛盾修辞。这是书本里最古老的关于灵活身份的把戏,而且它并不能令人有当代或前沿的感觉。昨晚我看了几分钟MTV的节目,我不得不承认这个新标识在屏幕上看起来并不赖, 很好地位于屏幕的角落。我看到的一两个标志的动画还是可以接受的,但是它们缺少激情与灵感,而这是你可以掰指头数的东西—-当你不知道从MTV标志还可以期待什么的时候

Last year, exactly around this time, when we were thinking about what brand to spoof on April Fools MTV was the runner-up, but only because we thought no one would ever believe that the MTV logo would change. Ever. Now that the time of change is finally here — almost 29 years after MTV and its logo, debuted on August 1, 1981, at 12:01 a.m., to that unmistakable guitar riff — well, not much has really changed, other than what we all already knew. MTV is not about music anymore, and its new logo dispenses with the hindering description of “Music Television.”

“If you watch the channel, you’ve seen that it’s definitely going in a new direction,” said Exarhos. “We really wanted to see the logo featured in a new way, and this was really meant to be able to house all the great things that are happening at MTV at any given time.”

“I’ve been at MTV a long time, and as it was reinvented over the years and maintained sort of a fluid nature, we never touched our logo, which is sort of ironic,” Exarhos said. “It’s a fantastic, iconic logo, but it wasn’t working for us in a way that we needed it to anymore. It needed to express more about what MTV is today, not what it was in 1981.”

“From a truly design perspective, we didn’t look at losing ‘music television’ for any other reason than from a functionality standpoint.”
— Tina Exarhos, executive vice president of marketing and multiplatform creative projects for The Daily News

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Created by MTV’s in-house design staff, the revised logo, and apologies if I’m just pointing out the obvious, has cleaned up the “TV” lettering by removing some of the bumps it originally had and smoothing its curves, it has also widened the white lines that give it its dimensionality and, most daringly, has simply chopped off the end of its legs giving it an odd, stumpy feel (perhaps a nod to MTV’s top star at the moment, Snookie). For those that didn’t grow up on MTV and Frosted Flakes, this change isn’t significant as the logo and its endless permutations, hold no nostalgic value; in fact, I bet the more streamlined and less fuzzy approach is welcome. And as new MTV viewers come along, the simplified logo serves as more of a branding icon rather than the cult badge it used to be. But, of course, I can’t help but judge as what it was and, in its new form, the MTV logo looks like an old friend who just got unflattering plastic surgery, one tuck and one pull too many that have left a memory of what used to be there.

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是的,MTV已经改变了,同样改变的,还有在通过Youtube观看最新的音乐录像之前曾经转台向MTV的我们,也许这样是最好的,我们都有我们各自的方 式。

The other aspect of the new logo is that, instead of its chameleon personality, now it is literally an empty vessel for the stars of MTV, who populate the logo to give it its substance — perhaps an oxymoron. This is the oldest trick in the book for flexible identities and it fails to feel contemporary or cutting-edge. Watching MTV for a few minutes last night, I have to admit that the logo does not look too bad on screen, sitting nicely in its corner. The one or two logo animations that I saw were acceptable but short of inspiring, something you could count when you never knew what to expect next from MTV idents.
So, yes, MTV has changed, but so have those of us that turned to MTV before YouTube for the latest music video, and it’s probably best that we all just go our separate ways.

消息来源////brandnew//翻译//玎玎///资料整全 ///Michael Van //未经允许,不得转载 ©2M2 UN 2010