MTV “Pop x 1000%” by LukeCharles
LukeCharles designed the onscreen guidelines for the latest rebrand of MTV with Universal Everything. Part of the concept was this idea of “Pop x 1000%” — where a range of emotions are pushed to the extreme. Part of the identity is a range of typefaces used to convey those different emotions, obviously this is what I’m trying to do with my project. The typefaces that they’ve chosen are simultaneously emotive and avoid this trap of being novelty that I have discussed before. It’s borderline irony; it’s tongue-in-cheek which works because it’s for MTV.
I am working in LukeCharles’ studio several days a week on some digital projects so I will be looking to get some feedback on the project as it progresses.