Every year, the MTV VMAs (Video Music Awards) stake a claim as the ultimate anti-academy awards, with a colourful night of jaw-dropping performances watched by a vast global audience. From Britney’s serpentine co-star to Ye’s infamous interruption, headline-grabbing moments play a key role in VMAs folklore. The branding follows suit, with MTV’s archetypal, in-your-face attitude shouting louder than other awards. For 2022 and 2023, MTV invited Studio Dumbar/DEPT® to create a campaign identity encompassing motion design and social media visuals.
For the type, Studio Dumbar chose Signs (by Swiss foundry Maxitype)—a chunky, spirited typeface that communicates with clarity whether static or in motion—combined with Selecta for the informative text displayed in compact sizes.
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