Crunchyroll is unveiling a new brand identity today. The new look, feel and sound of the anime destination will ‘reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.’ This next evolution is buoyed by recent successes and milestones as the company continues to deliver for fans across streaming, theatrical, events, games, music, news, consumer products, collectibles and more.
“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 Rahul Purini, President of Crunchyroll. “We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”
Starting on July 25 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 modernized 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 in orange, black, white and taupe. 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.
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).
“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.”
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. 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.
The new brand identity will also be showcased inside and outside the San Diego Convention Center, where fans can pick up a limited streetwear collection inspired by the new and refreshed Crunchyroll, designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.
Crunchyroll offers 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. Over the last year, anime — and thus Crunchyroll — has surpassed numerous milestones, achieved increased success and launched new fan-forward initiatives:
- Between 45-60 new and returning series each season on Crunchyroll streaming
- 3,300 music videos and concerts though Crunchyroll’s anime music partnership with Sony Music Entertainment Japan
- Surpassing 14 million members on streaming.
- New dub languages (12 total): Tamil and Telugu
- Launch of linear Crunchyroll Anime Channel distributed by Amazon Freevee, Roku Channel, LG Channels and more
- Crunchyroll channel on Prime Video (available in the U.S., Canada, U.K., Sweden, Germany, Brazil, Mexico, France, India)
- First-season availability deal with Netflix
- With theatrical releases from major IP like Demon Slayer and SPY X FAMILY as well as auteur pieces like Makoto Shinkai’s Suzume, Crunchyroll has distributed half of the Top 20 anime box office hits in the U.S.
- Suzume earned Crunchyroll’s first-ever Golden Globe nomination, plus seven Annie Award nominations; Attack on Titan also won an ASTRA from the Hollywood Creative Alliance this past year
- Launch of the Crunchyroll Game Vault, now at 14 games
- Launch of Triple A RPG game One Punch Man: World on Windows PC, Android and iOS (Crunchyroll’s biggest title to date)
- Major deal with Walmart to place fan shops across 2,400 U.S. stores, featuring Crunchyroll’s first physical subscription cards
- Brand merger with RightStuf and integration into the Crunchyroll Store, offering more than 30,000 products
- Merch collabs with famous anime lovers like Megan Thee Stallion, Lady Gaga and most recently Logic
