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MTV3 (originally Mainos-TV, Commercial TV) is the oldest and most popular private TV channel in Finland. It is colloquially known as Maikkari (or Kolmonen, ‘The Third’). MTV3 is the flagship channel of MTV Oy, the largest Finnish commercial broadcaster and a subsidiary of Bonnier Broadcasting, which is owned by Swedish telecommunications company Telia Company.

The channel was originally established in 1957 as Mainos-TV, one of the first private TV channels in Europe. In 1986, Kolmoskanava (Third Channel)—a joint venture between MTV, public broadcaster Yle and Nokia—was established. A full-fledged private TV channel, MTV3 (renamed from MTV to avoid confusion with its American namesake), was launched in 1993.

MTV(3) used an owl as its logo for many decades (and an owl’s eye from 2001) until its major companywide rebrand in 2013.


Contents

MTV logo 1957–1975 Pollo MTV3 logo 1975–1992.svg MTV Logo (1983-1992) MTV Kanava Logo (1986-1990 (idents only)) MTV Kanava Logo (1988-1989) MTV3 logo 1990
1957–1975 1966–1975 1975–1983 1983-1988 1986–1990 (idents only) 1988–1989 1990–1992
 
MTV3 logo 1993 MTV3 1996-2001 MTV3 logo 2001 MTV3 logo 2006 Mtv3 new logo MTV3 new logo 2017 MTV3 2019
1993–1996 1996–2001 2001–2005 2005–2013 2013–2019 2017–2019 2019–present


Mainos-TV

1957–1975

MTV logo 1957–1975

MTV3 was founded in 1957 as Mainos-TV, or MTV, making it one of the first commercial TV networks in Europe, along with ITV and RTL.

1966–1975

Pollo

A slightly modified logo was introduced in 1966.

MTV

1975–1983

MTV3 logo 1975–1992.svg

MTV started colour broadcasts in February 1975 and introduced a new blue owl symbol with large eyes.

1983-1988

MTV Logo (1983-1992)

The blue owl was slightly modified in 1983, and the wordmark was changed.

1986–1990 (idents only)

MTV Kanava Logo (1986-1990 (idents only))

A different logo was used for some idents in 1986–1990 that read MTV Kanava (MTV Channel).


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1988–1989

MTV Kanava Logo (1988-1989)


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1990–1992

MTV3 logo 1990

MTV3

1993–1996

On 1 January 1993, MTV3 was launched as the third terrestrial television channel, while replacing Kolmoskanava. The channel’s owl logo (as well the company’s logo at the time) was designed drastically with ribbon motiv. The new owl logo was designed by John Kennedy of McCallum Kennedy D’Auria Ltd.

1996–2001

MTV3 1996-2001

2001–2005

MTV3 logo 2001

MTV3 got a new logo on 6 September 2001. It was created by Novocom and is supposed to represent a stylized owl’s eye, harking back to the channel’s legacy of having owls in its logos.

2005–2013

MTV3 logo 2006

On 3 October 2005, MTV3 received a minor update for its 2001 owl’s eye logo by changing the 3 numeral’s colour from red to black. With it, the station presented a new identity designed by London–based design group Kemistry.

2013–present

2013–2019

Mtv3 new logo

MTV Media underwent a major corporate rebranding in 2013 and renamed itself to MTV Oy. The rebrand was commissioned by London-based creative agency DixonBaxi. The rebrand was announced in May 2013; the new corporate logo was unveiled in August, and the channel logos in October.

The rebrand was implemented on 3 November 2013 at 7pm on all of MTV’s TV channels, which introduced new logos and graphics packages. The new corporate font is FS Emeric, which is used by all channels and properties.

MTV3 dropped the historic owl symbol and introduced a new circular logo. However, the idents and graphics package were nevertheless influenced by an owl’s wing. They used a ‘wingbeat’ visual signature.

2017–2019

MTV3 new logo 2017

On 22 May 2017, MTV3 modified its 2013 logo slightly by putting it inside a red square. A new set of idents and a modified graphics package were introduced. The new look was created by Wake Dynamite.

2019–present

MTV3 2019

On 6 August 2019, the circle was removed altogether, leaving only the MTV3 text. However, it remains for the corporate logo of MTV Oy. MTV Uutiset, the news division of MTV Oy, had also removed the circle in a minor rebrand in December 2018.


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