Funimation
Brand Identity Development
To remix the Funimation brand with a breath of fresh air, we created a bold, timeless visual language that aims to manifest the global anime counter culture. Represented across endless touchpoints when connecting with a worldwide audience, we focused on the ability to stand alone while also celebrating and highlighting the actual anime—reflecting the same sense of passion and excitement as our fanbase.
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Thomas Roach
Art Direction, Graphic DesignOther Team Members
Coming Soon
Graphics Sizzle
Opportunity
To further distinguish itself in the crowded streaming landscape and better align with a global culture, the Funimation brand needed to revamp its visual presence across various channels to connect with fans, including content streaming, physical and virtual events, social ecosystems, physical merchandise, and home video releases.
Challenge
Our primary challenge was to find a way to represent the excitement of the fans while also framing and highlighting the content they love—sharing the spotlight instead of hogging it.
We also needed to ensure that the new branding would blend seamlessly with both the existing logo and a potential redesign.
Strategy
The new brand needed to honor the passion of the devoted fan base while bridging the old with the new.
We aimed to encapsulate the history of anime culture while paving the way for the future, representing inclusivity, diversity, and relatability, all on the cutting edge.
Results
The final result was a high-contrast, purple-centric color system that balances retro vibes with a modern, vivid/maximalist aesthetic, connecting with Funimation's broad range of target demographics.
The unique color system and shape language help Funimation stand out in the crowd, and the modular system accommodates any licensor restrictions or project specifications while maintaining visual identity.