Fresh colours, new fonts: Inside Crunchyroll’s rebrand | Analysis | Campaign Asia

Anime powerhouse Crunchyroll, an independent joint venture between Sony Pictures and Japan’s Aniplex, has undergone a visual revamp designed to resonate with its passionate fanbase. The rebranding includes a modernised logo, a new colour scheme, and a new font set that aims to speak to the fun and joy that anime brings to its audience.

The revamped logo (see below) features a balanced eye symbol and an updated wordmark, designed to blend classic and modern aesthetics. A new font set, Crunchyroll Atyp, has been introduced to improve readability while maintaining the brand’s distinctive style.

New logo

To reflect the energy and excitement synonymous with anime, Crunchyroll has adopted a vibrant colour palette featuring orange, black, white, and taupe to evoke the dynamic and immersive nature of anime.

The rebranding also includes a new glyph system with over 139 anime and manga-inspired characters, adding depth to the brand’s visual language. Further, a seven-second audio-visual mnemonic, inspired by anime sounds, has also been added to up the immersive experience. Collaborations with Japanese artists on new textures and patterns aim to increase the brand’s authenticity.

“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 Rebbapragada, chief operating officer of Crunchyroll, 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 rebranding was led by Markus Gerdemann, senior VP of marketing, and Norman Rabinovich, VP of creative services. The new brand identity will debut at Comic-Con in San Deigo on July 25 and rolled out across Crunchyroll’s touchpoints over the next year. 

Crunchyroll’s subscriber base recently surpassed 14 million members, and the company maintains a prominent presence at global anime events. The streaming service has also introduced new dubbed languages, including Tamil and Telugu, to reach the community in India and beyond, bringing the total to 12 languages.