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Tubi has a new look for the first time since 2017.
The Fox-owned advertising-based video-on-demand streaming TV service is debuting an updated brand identity that includes a fresh color scheme, a custom font and an updated homepage and user interface.
Done in partnership with design agency DixonBaxi, the new look is designed to target the platform’s young, diverse audience, while building on the company’s rabbit hole campaign and branding, first introduced in several viral Super Bowl 57 spots last year.
“We [now] have an entire brand system that is a reflection of our personality and our programming perspective that is truly unique to Tubi,” Nicole Parlapiano, chief marketing officer of Tubi, told ADWEEK. “It’s a design system that reflects our brand personality, which is mischievous, exciting and inviting.”
Enter the new look.
The company has seen its strongest growth among young, diverse female-forward audiences, with 60% year-over-year growth in the 18-through-34 demo. In addition, it posted growth of 55% in multicultural demographics and most recently increased its share of total TV viewing to 1.5%, according to Nielsen.
The new design will begin rolling out today, with the majority of users expected to see the changes across TV, mobile and tablet devices.
“Our goals in this were to create a design system that was more flexible across all surfaces,” said Parlapiano, noting that the redesigned “T” in the logo is smaller and can flex down to smaller designs, as well as exist as a stand-alone symbol for the brand.
