Global anime brand updates logo, font set, colors and includes new audiovisual feature
Crunchyroll, the global anime brand, has unveiled a new identity. The new concept brings a look, feel, sound and audience experience that reflects the joy that anime brings to fans, exploring a spirit of fun and celebration. The new look will debut at Comic-Con in San Diego on July 25.
The updated brand identity features a modernized logotype with an eye symbol and a revamped wordmark. It also includes a new font set called Crunchyroll Atyp that combines classic and modern elements to improve readability, as well as a vibrant color scheme of orange, black, white and gray to reflect the dynamic nature of the animations.
The new symbol system features over 139 characters inspired by anime and manga, adding depth and personality. The identity will also include a new seven-second mnemonic audiovisual asset that captures the immersive Crunchyroll experience with anime-inspired sound design and playful elements. Storytelling and authenticity are further enhanced with collaborations with Japanese artists.
“A lot of meaning and attention to detail went into every unique element of our new visual and sonic identity, whether it’s the vibrancy of our new Crunchyroll orange or the sonic branding inspired by the unique sounds of anime,” explains Gita Rebbapragada, Crunchyroll’s chief operating officer, who also oversees marketing.
The development of the new brand identity was led by Markus Gerdemann, Senior Vice President of Marketing, and Norman Rabinovich, Vice President of Creative Services at Crunchyroll.
