On August 1, 2016, on the 35th anniversary of MTV’s original channel launch, MTV Classic was born. Airing mostly music videos, concert footage, and other music-related programming from the 1980s, 1990s, and early 2000s, the channel is a love letter to a time when MTV was the primary vessel for music, pop culture, and creativity.

And it was within that spirit of pure creativity that we took inspiration for the MTV CLASSIC brand. Stepping away from our computers, we created an analogue anti-styleguide; hand done typography, painted textures, and a no rules approach that zigged to the zag of traditional channel rebrands.

The result is a beautiful chaos that was ultimately unified through an unbound, art school approach.