MTV2 needed to make some bold moves. The young male audience of rock and hip-hop fans we courted looked at the network as just an extension of MTV. We had to redefine and evolve our voice, and then we had to shout it out. So we made the radical decision to break away from the MTV logo and rebrand the network completely, to better superserve our audience.

Enter man’s best friend. Freaky and outrageous, this feral creature defines the untamed nature of MTV2. The two-headed dog boldly tells everyone what to expect from us: a new mindset and style; the real and the ridiculous; a bold, unapologetic and funny new offering. Unexpected, sometimes shocking, unpredictable and unruly define the new MTV2.

Show in several colors! Irreverent, bold, urban, left of center. It’s so iconic, depicting something that doesn’t exist. You know exactly whom it’s talking to. Not for Mom and Dad! There’s a level of wit and sophistication. Very immediate and visceral.