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Crunchyroll will launch its new brand identity on July 25, 2024 at San Diego Comic-Con. The rebrand aims to enhance the anime viewing experience with a fresh look and sound.
The new identity features a modernized logo, a new font called Crunchyroll Atyp, and a color scheme of orange, black, white, and taupe.
It also includes over 139 anime and manga-inspired glyphs and a seven-second audio-visual mnemonic.
Development of the new brand identity package was led by Crunchyroll’s Markus Gerdemann (Senior Vice President, Marketing) and Norman Rabinovich (Vice President, Creative Services).
According to Rahul Purini, President of Crunchyroll, this new brand identity is being rolled out to appeal to a growing diversity of global fans.
“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,” said Purini. “We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”
The new branding will debut at the San Diego Comic-Con, including at the Rady Shell concert venue during the Crunchyroll Concert Series.
The two-day event will feature J-Pop sensation LiSA and hyperpop artist Alice Longyu Gao. Additionally, the One Piece 25th Anniversary: Symphonic Voyage concert will celebrate the iconic series’ anniversary in collaboration with Toei Animation.
Fans can also see the updated branding at the San Diego Convention Center and access a limited streetwear collection designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.
Gita Rebbapragada, Chief Operating Officer of Crunchyroll, said that Crunchyroll’s teams have infused the new branding with the same passion they have for anime.
“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,” said Gita, who also oversees marketing. “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.”
The updated brand identity will be rolled out across all fan touchpoints over the next year. Check out the streaming giant’s brand evolution video below.
Crunchyroll continues to achieve significant milestones and successes. Streaming remains the core of the brand, with Crunchyroll bringing 45 to 60 new and returning series each season. Popular series include Demon Slayer, JUJUTSU KAISEN, One Piece, Chainsaw Man, and Solo Leveling.
Last year, Crunchyroll partnered with Sony Music Entertainment Japan to add 3,300 music videos and concerts to the service. Crunchyroll now has over 14 million subscribers and recently added Tamil and Telugu dubs to serve fans in India and beyond.
Crunchyroll has expanded its distribution by launching the Crunchyroll Anime Channel, available on platforms like Amazon Freevee, LG Channels, The Roku Channel, VIZIO WatchFree+, and Sling. Additionally, Crunchyroll partnered with Amazon Prime to launch a channel in various countries, including the United States, Canada, and India.
Source: Press Release
