Manila, Philippines – Global anime streaming platform Crunchyroll has announced the rollout of a new brand identity, centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.
The updated brand identity rollout will officially begin on July 25 with San Diego Comic-Con at the United States, and will be rolled out across all fan touchpoints of the organisation over the next year.
Development of the new brand identity package was led by Crunchyroll’s Markus Gerdemann, its senior vice president for marketing, and Norman Rabinovich, the vice president of creative services.
The updated brand identity includes a modernised logo with a balanced eye symbol and revamped wordmark; a new font set called Crunchyroll Atyp that blends classic and modern elements for improved readability; and a vibrant colour system featuring orange, black, white, and taupe to reflect anime’s dynamic nature. The new glyph system boasts over 139 anime and manga-inspired characters, adding depth and personality.
Moreover, a new seven-second audio-visual mnemonic captures the immersive Crunchyroll experience with anime-inspired sound design and playful elements. Collaboration and co-creation with Japanese artists on new textures and patterns further enhance the brand’s authenticity and immersive storytelling.
Rahul Purini, president of Crunchyroll, said, “As the number of ‘anime-curious’ people approaches the one billion mark, and anime continues to command a prominent place in popular culture, we wanted to evolve the Crunchyroll brand to appeal to a growing diversity of global fans without losing the core essence of what fans have loved about Crunchyroll along the way. We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”
Additionally, the new brand identity will also be showcased inside and outside the Convention Center. There, fans will get a chance to showcase their passion for anime by picking up a limited and fan-forward streetwear collection inspired by the new and refreshed Crunchyroll – designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.
Meanwhile, Gita Rebbapragada, chief operating officer of Crunchyroll, who also oversees marketing, commented, “A lot of attention to detail and meaning was embedded into all the unique elements of our updated look and feel. Whether it be the vibrancy of our new Crunchyroll orange or the audio mark inspired by anime’s unique sounds. Our teams live and breathe anime, and we wanted to pour that passion into designing a brand that is purposely fit for legions of fans around the world – giving them space to deepen their love and further their emotional connection.”
