Mumbai: Anime brand Crunchyroll has unveiled a new brand identity today. The new look, feel, and sound looks to reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.
Crunchyroll continues to bring anime to fans in several ways across streaming, theatrical, events, games, music, news, consumer products, collectibles, and more. Central to Crunchyroll’s growth has been a focus on connecting fans and creators in celebration of their shared passions.
Starting on 25 July with San Diego Comic-Con, the updated and recharged Crunchyroll brand identity will be rolled out across all fan touchpoints of the organization over the next year.
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 color 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. 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.
Fans will first experience the new Crunchyroll look and feel at San Diego Comic-Con, where the brand evolution will be emblazoned across the Rady Shell concert venue in celebration of the Crunchyroll Concert Series. Giving fans even more ways to express and celebrate their love for anime and Japanese pop culture, the two-day event will feature J-Pop sensation LiSA and hyperpop genius Alice Longyu Gao, as well as the One Piece 25th Anniversary: Symphonic Voyage concert in collaboration with Toei Animation, celebrating the iconic series’ 25th anniversary.
Additionally, the new brand identity will also be showcased inside and outside the San Diego 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!
“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” said Rahul Purini, president Crunchyroll.
“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” said Gita Rebbapragada, COO Crunchyroll, who also oversees marketing.
Development of the new brand identity package was led by Crunchyroll’s Markus Gerdemann (senior VP, marketing) and Norman Rabinovich (VP Creative Services).
Crunchyroll offers fans the ultimate anime experience, pairing the world’s largest dedicated anime streaming library of 50,000 episodes and more than 25,000 hours of anime series, music, and films with experiences across events, theatrical, gaming, ecommerce, and so much more.
