Brand Evolution

The Crunchyroll Brand Evolution project aimed to celebrate and amplify the vibrant, joyful essence of anime while deepening the emotional connection between fans and the content they love. As the leading destination for anime, Crunchyroll’s refreshed identity reflects the cultural richness of the anime community, debuting at San Diego Comic-Con—an iconic event for fandom culture.
The rebranding effort included collaborations with Japanese artists to ensure authenticity and honor anime’s heritage. Key updates include a sleek, modernized logo featuring a balanced eye symbol, a custom font set named Crunchyroll Atyp designed for readability and a blend of classic and modern aesthetics, and a bold palette of orange, black, white, and taupe to encapsulate anime’s energetic spirit. A glyph system inspired by anime and manga, with over 139 unique characters, infuses the brand with depth and personality, while a seven-second mnemonic with anime-inspired sound design creates an immersive experience.
The result is a comprehensive, visually dynamic, and culturally resonant brand identity that bridges Eastern and Western fan cultures, ensuring Crunchyroll remains the definitive voice for anime fans worldwide.