Anime specialist Crunchyroll has unveiled a new brand identity – with the new look, feel and sound aiming to ‘reflect the joy’ that anime brings to fans, tapping into a spirit of fun and celebration.
Anchored by its global streaming service and extending into theatrical, events, games, music, news, consumer products and home entertainment, Crunchyroll is among those leading the charge in anime’s exponential rise, with no signs of slowing down.
The updated Crunchyroll 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 colour 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. Collaborations with Japanese artists on new textures and patterns further enhance the brand’s authenticity and immersive storytelling.
“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,” commented Rahul Purini, president at Crunchyroll. “We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”
Gita Rebbapragada, coo at Crunchyroll, continued: “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.”
Crunchyroll aims to offer 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 more.
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