Crunchyroll to unveil new brand identity at San Diego Comic Con

Crunchyroll is set to unveil a refreshed brand identity at the upcoming San Diego Comic Con (SDCC) as it aims to capture the expanding interest in anime. The brand revamp focuses on celebrating the energy, passion, and joy that anime brings to its global fanbase.

The updated brand will be rolled out across all fan touchpoints, with the first glimpse to be revealed at SDCC. The new visual elements feature a modernised logo, an updated font set named Crunchyroll Atyp for improved readability, and a vibrant colour scheme combining orange, black, white, and taupe. The brand also includes a glyph system featuring over 139 anime and manga-inspired characters.

"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. "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 new brand identity includes a seven-second audio-visual mnemonic capturing the immersive Crunchyroll experience with anime-inspired sound design and playful elements. Collaboration with Japanese artists on new textures and patterns further enhances the brand's authenticity.

Crunchyroll's President, Rahul Purini, highlighted the importance of the brand evolution in welcoming a broader audience. “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,” he said. “We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”

The brand launch at SDCC will be part of the Crunchyroll Concert Series at the Rady Shell venue. The series will feature performances by J-Pop artist LiSA and hyperpop musician Alice Longyu Gao. Additionally, the event will include the One Piece 25th Anniversary: Symphonic Voyage concert, a collaboration with Toei Animation to celebrate the anime’s milestone anniversary.

Inside and outside the San Diego Convention Center, the revamped identity will be prominent, offering fans opportunities to engage with the new brand. Special limited-edition streetwear, inspired by the updated look and designed by 2024 CFDA Fashion Fund finalist Sebastian Ami, will be available for fans.

The development of the new brand identity has been a collaborative effort led by Markus Gerdemann (Senior Vice President, Marketing) and Norman Rabinovich (Vice President, Creative Services) at Crunchyroll.

Crunchyroll has seen significant growth and achieved numerous milestones over the past year. The company offers fans a comprehensive anime experience, which includes an extensive streaming library of 50,000 episodes and more than 25,000 hours of content alongside experiences from events, theatrical releases, gaming, e-commerce, and more.