MtvpePlazm was commissioned to create a new typeface for MTV, to be used as the channel's primary on-air presence. MTV's assignment asked Plazm to "challenge the notions of what a typeface can and should be." Mtvpe is a post-Helvetica typeface based on a simple geometric architecture, one in which smooth edges contrast with right angles. Its varying stroke width and unconventional approach to x-height rules suggest a modern style tempered by tradition. It was designed to be read primarily as lowercase in short line lengths for short periods of time. Plazm responded to MTV's mandate by creating a typeface that was not only designed for readability on screen (and in all informational graphics) but also suggested an entire aesthetic. Rather than create a typeface within a restricted framework, Plazm built the framework around the typeface. Project completed in partnership with Plazmfonts.
Client: MTV Networks
View samples above.
Plazm wrote a full behind-the-scenes account of the creation process for Upper & lowercase magazine. Read the article here.