With audience impatience and propensity for changing television channels, creating an identity for a music television channel prompted discussion about how to make the channel instantly identifiable to viewers. Numerous promotional ‘stings’ were produced to maintain freshness, but always maintaining the singular arc brand element.

A curved line graphic interpretation of the name provided the answer, a device that would intrude or blend with the images on the screen.

Whether the screen was cut completely in half or the arc was used as a small corner cut, the channel recognition was immediate.