MTV ARABIA / hani alireza
Since its inception almost 25 years ago, MTV has built a reputation for reinventingitself and exploring new territoriesin broadcast design. With its experimentaland ground breaking approachto designing it’s station IDs, promotionalspots, art breaks, and show packaging, MTV has become a creative think tank, often attractingand finding the best in the creative field.
Recently MTV international launched MTV Arabia, the latest addition to it’s international lineup.
MTV Arabia, which is a joint venture between MTV NetworksInternational and Arab Media Group, aims to bringthe same creative force to a region that is craving for workthat pushes boundaries. In less than a year since its launch,MTV Arabia has already won numerous awards including fiveprestigious Promax BDA awards and two Dubai Lynx awards.
Lead by a team of young Arab creatives, MTV Arabia is pushing further on the Arabic visual identity of the channel. Although MTVArabia is constantly experimenting with Arabic typography, graphics,and inspiration in modern Arabic youth culture, the channel stillmanages to respect Arab culture and tradition. Thus, MTV Arabia hascreated a balanced framework from which to push the boundaries of design.
Logo:
These logos and graphics which use Arabic lettering were created for locallyproduced shows. Even thoughmany of the custom typefaces developedfor the logos have a modernand hip calligraphy, which to this day, isconsidered to be one of the highestachievements in Arabic culture.
Example TVC:
An example of a TV commercial that uses humor and plays with theidea of “targeem” or “passing digits”,which is a known phenomenonin Saudi Arabia amongst itsyouth. The ad shows a group ofguys trying to get the attentionof a pretty young girl sitting in acar beside their own.
When they notice that their efforts to impressthe girl are of no use, they resortto throwing a small note throughher window. When the girl opensthe note, she finds the MTV Arabialogo. This TVC, approprietlytitled Targeem, is an example ofhow MTV creates bold ads usinginsights from modern youth culturewithin varied Arab communities.
Promos:
Images taken from various promotional spots show the channel’sdiverse visual aesthetics.