There’s something mesmerizing about this video, which looks like it might have started its life as an FX test. But the hypnotic rhythm of the titular character’s bouncy gait along with the ever-changing “hair” simultaneously looks and feels fresh while still remaining undeniably MTV.

But what’s so special about this new ident? MTV has had a long history of constantly shifting the design approach to their on and off air design. But what was once a hallmark of the MTV brand, the mutable logo abused by countless artists and designers, is now officially off limits. No longer will the logo grow legs and walk around, open its eyes, or sport a tie-die makeover.

Since the logo is now sacred ground, rolling out this new directive of course requires all new station IDs and bumpers. Here’s my favorite of the new bunch:

The piece was done, along with the rest of the station IDs by Universal Everything. Visit their site here and their vimeo page here.