Anime platform Crunchyroll has announced a new brand identity that will bring a new look, feel, and sound to the beloved streaming service.
Launching on July 25 at the San Diego Comic-Con (SDCC), the rebrand taps into the fun of anime, celebrating fans and creators alike.
It includes an updated logo with a revamped wordmark, a new font set called Crunchyroll Atyp designed for improved readability, and a new color system featuring orange, black, white, and taupe.
To add depth and personality, the rebranding also introduces a new glyph system with over 139 anime and manga-inspired characters.
Alongside this is a seven-second audiovisual cue that encapsulates the Crunchyroll experience with playful sound design elements.
Crunchyroll collaborated with Japanese artists to create new textures and patterns true to the brand’s identity.
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The brand’s evolved look and feel will be featured across the Rady Shell concert stage at SDCC 2024 in celebration of the Crunchyroll Concert Series.
The special two-day event features a range of musicians that fans of anime and Japanese culture are sure to love, including:
- J-Pop mainstay LiSA
- Rising hyperpop star Alice Longyu Gao
- The “One Piece” 25th Anniversary: Symphonic Voyage" concert, in collaboration with Toei Animation
SDCC will also see a brand showcase both inside and outside the convention center, where fans can shop for Crunchyroll-inspired streetwear designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.
An Anime Giant
Founded in 2006, Crunchyroll has over 14 million paid subscribers as of 2024, making it one of the largest anime brands in the world.
Initially gaining popularity as an anime distribution and streaming service, the company has expanded to include games and merchandise.
Crunchyroll also operated a digital manga service before shutting down the project in 2023.
“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,” Crunchyroll President Rahul Purini said.
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Purini adds that he believes that the brand's evolution "will encourage and welcome many anime fans to deepen their love for years to come."
Crunchyroll COO Gita Rebbapragada also pointed out the attention to detail that went into creating the new look and feel, highlighting the team’s genuine passion for anime.
The brand has taken major strides, distributing some of the most iconic anime series of the last few years including Demon Slayer Kimetsu no Yaiba, Jujutsu Kaisen, and One Piece, as well as promoting popular new ones like Tower of God and Tomo-chan Is a Girl.
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Crunchyroll also formed a partnership with Sony Music Entertainment Japan to bring anime-related music to the service, letting users stream 3,300 music videos and concerts in addition to its anime library of over 50,000 episodes.
Recently, the brand launched a linear channel distributed by Amazon Freevee and Roku, among others.
Curious about how companies rebrand their identities to create meaningful changes to how audiences view them? Check out these 14 rebranding examples.
Editing by Katherine 'Makkie' Maclang
