17LIVE is a live streaming social entertainment platform founded in Taiwan in 2015, now operating as a global company with its headquarters in Japan. The platform’s visual identity has undergone two documented logo changes, most recently a global rebranding in September 2021 that unified the brand name, logo, and mission statement across all markets.
Design and History
17LIVE’s current logo was introduced on September 9, 2021, as part of a global rebranding announced by Global CEO Hirofumi Ono. The rebranding unified the company’s name and app as “17LIVE” (pronounced “one seven live”), replacing region-specific names that had included “Ichinana Live” in Japan, “Ichi-seven Live” in Taiwan, and “LIVIT” in the United States.[1][2]
The new logo is rendered in bold red lettering and emphasizes the numbers “17.”[2] According to the company’s official press release, the previous logo featured the original character “Ichinana Baby” as its main element, with a design based on white and black. The 2021 redesign shifted to a red-based identity that emphasizes the service name’s “17.”[1]
This was not the first logo update for the platform. In June 2020, 17LIVE announced a brand renewal that unified the logo design globally. That version incorporated the face of the “Ichinana Baby” character, carrying forward the brand’s DNA, and used a four-color gradient in its new visual presentation.[3]
Meaning and Symbolism
The 2021 logo carries documented symbolism from the company’s official announcement. The emphasized numbers 1 and 7 represent the concept of “connecting together across seven continents, under one sky.” The red color symbolizes the dynamism and fun of live streaming, and also evokes the “ON AIR” mark that indicates a live broadcast. The white color signifies the unscripted, “real” aspect of live performances.[4][5]
The company stated that just as television and radio nurtured popular culture in past generations, 17LIVE aims to create a platform that generates the next generation of communication culture.[1]
Typography and Design
The current logo spells out the brand name in bold red lettering, with the numbers “17” given particular emphasis within the wordmark.[2][1] The company’s official press kit provides downloadable brand logo and app icon guidelines for approved usage.[6]
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