MTV EMA Düsseldorf

All projects

We partnered with the talented team at MTV to create the global identity for the EMAs that took place in Düsseldorf – the birthplace of electronic music. The key strategic objectives of the design were to translate the cultural currency of the host city into fresh, dynamic visual language with universal appeal and represent the fearlessness of MTV. It would also need to amplify the overall creative concept for the show, integrating the key feature of the set design – the Techno Head.

Machine-Made

Designed to feel future-embracing, technological and digital, the identity has a machine-made quality that relates to process-driven electronic music. There is no sense of the organic, only a singular graphic clarity. Distortion of imagery is digital not analogue, firmly positioning the identity in the contemporary digital age.

Our digital design concept was applied to all platforms and surfaces by agencies around the world, held together by detailed guidelines and a comprehensive asset kit.

The brand icon at the centre of the identity is the Techno Head – a custom drawn illustration created by us that strategically places the event stage icon head within a universal globe, representing the MTV aim to create a truly international event.

A modular logo asset kit was developed, designed to adapt to all formats and surfaces. The comprehensive kit included the corporate MTV event logo which can be used either independently or in a variety of combinations with the custom designed Techno Head icon. A flexible colour palette was developed to have a digital feel but with vibrancy and punch.

Our visual identity was applied to output across all channels, including digital, social media, marketing, environment design, broadcast promos and print marketing by agencies around the world. To ensure continuity on all communications we included comprehensive guidance on how to utilise the toolkit with the assets.

Live Event Graphics Kit

For the live event we created the complete live broadcast graphics kit, including logo animations, transitions, stings, openers and type caption systems. We worked closely with the technical teams responsible for the live broadcast to ensure seamless integration into their systems.

We also created the many nomination packages that feature throughout the show, editing artist promos and integrating them into graphics rich packages that complete the cohesive visual journey of the identity.