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In February of 2005, MTV2 began a full-fledged campaign for its revamped programming. Targeted at “young male viewers… [a very] sought-after – and elusive – demographic” (Hiatt), the new channel plays only hip-hop and rock music videos as well as feature programming.
The campaign consisted of mass exposure of MTV2’s new logo. The “suddenly ubiquitous logo” (Hiatt) is a silhouette of a two-headed pit bull. The two heads face in different directions and the dog’s body looks poised for action. Inside the silhouette is a bold sans serif font spelling the channel’s name with the enlarged 2 forming a triangle with the dog’s heads...
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