Crunchyroll rolls out refreshed brand identity

Anime streaming service Crunchyroll has unveiled a new brand identity. The revamp includes a new look, feel and sound that will reflect the joy that anime brings to fans, and taps into the ethos of fun and celebration. 

The updated brand identity includes a modernised logo with a balanced eye symbol and revamped wordmark, a new font set called 'Crunchyroll Atyp' and a vibrant colour system featuring orange, black, white and taupe. 

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“As the number of ‘anime-curious’ people approach 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," added Purini. 

Development of the new brand identity package was led by Crunchyroll’s senior vice president of marketing Markus Gerdemann and vice president of creative services Norman Rabinovich. 

In addition, the new glyph system boasts over 139 anime and manga-inspired characters which aims to add depth and personality. 

A new seven-second audio-visual mnemonic has also been revealed, capturing the immersive Crunchyroll experience with anime-inspired sound design and playful elements. 

To further enhance the brand's authenticity and immersive storytelling, Crunchyroll has collaborated with Japanese artists on new textures and patterns. 

"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," added Rebbapragada. 

The new Crunchyroll brand identity will be rolled out across all fan touchpoints of the organisation over the next year starting 25 July.

Fans can also first experience the new 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 new brand identity will also be showcased inside and outside of the convention centre where fans will have the chance to showcase their passion for anime by picking up a limited and fan-forward streetwear collection inspired by the new and refreshed Crunchyroll. 

Earlier in May this year, Crunchyroll partnered up with Indonesia's digital telecom service provider Telkomsel to launch the first specialised anime destination package in Indonesia, namely the Telkomsel and Crunchyroll Bundling Package.

The partnership aims to enhance anime fans’ accessibility to their favourite content anytime and anywhere.

Telkomsel customers, including both prepaid and postpaid (Halo) users, can easily purchase the Telkomsel and Crunchyroll Bundling Package through the MyTelkomsel app and website.

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