Funimation, the American anime distributor and streaming service, introduced its most recognizable logo in January 2016 alongside the launch of its FunimationNow streaming platform. The wordmark is set in purple and features a distinctive smiling circle in place of the letter “o.”
Design and History
Funimation debuted its new logo in early January 2016, announcing it alongside a rebranding effort and the upcoming launch of the FunimationNow streaming service. The company described the changes as part of a fresh look for the anime distributor, with redesigned apps and a reimagined website to follow later that year. [1] [2]
The 2016 redesign was a complete overhaul of the previous mark. Many of the angles on the letters were rounded, the type grew lighter, and the “o” was replaced by a smiling circle. [3] The new logo also introduced a purple color scheme, replacing the earlier black wordmark. [4]
For much of its earlier history, the Funimation logo was based on a combination of geometric shapes inspired by an exclamation mark. [3] The original emblem combined a white star, a red circle, and a blue rectangle, a design nicknamed “Texas Shapes” or “The Lone Star” for its resemblance to the Texas state flag. [5] In 2005, after the company was acquired by Navarre Corporation and renamed Funimation Entertainment, the geometric shapes were reworked into an irregular quadrilateral with the company name placed inside. [3] [5]
In 2011, the geometric emblem disappeared entirely, leaving only the word “Funimation” in black lettering with a large “F” below. [3] This minimalist wordmark remained in use until the 2016 redesign.
Meaning and Symbolism
The smiling circle that replaces the “o” in the 2016 logo is the most distinctive element of the mark. The design was described by Group 1200 Media’s VP of Creative Services, Bob Robinson, who provided commentary on the thinking behind the new logo. [6] The smile design was also formally documented in the company’s trademark registrations, which describe the letter “O” in “FUNIMATION” as “shaded with a design of a smile.” [7]
The purple-centric color system was part of a broader brand identity developed for Funimation. The design team described the result as a high-contrast, purple-centric color system that balances retro vibes with a modern, vivid aesthetic. [8]
Typography and Design
The 2016 wordmark uses a custom sans-serif typeface with rounded letterforms. The type was made lighter than the previous logo, and many of the angles on the letters were rounded as part of the redesign. [3] The wordmark is rendered in purple, with the smiling circle serving as both a letterform and a standalone icon. [5]
Funimation’s streaming service was consolidated into Crunchyroll in 2022, and the Funimation brand was subsequently retired. [9]
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