Tubi Revamps Its Brand with a New Logo and a 'Rabbit Hole' Theme

Tubi Revamps Its Brand with a New Logo and a 'Rabbit Hole' Theme

Published: February 29, 2024

Fox Corporation's free streaming service Tubi has undergone a brand refresh, introducing a new logo and a stronger focus on its "rabbit hole" concept.

The rebranding comes shortly before the fourth anniversary of Fox's acquisition of Tubi, a period marked by significant growth for the service.

In January, Tubi captured a noteworthy 1.5% share of all TV viewing, surpassing even some subscription services and other free, ad-supported streaming platforms.

“During a time of seismic change in entertainment, Tubi continues to grow and resonate with audiences as the most watched free TV and movie streaming service in the U.S.,” Tubi CEO Anjali Sud said in a press release.

“This traction comes from our commitment to putting the viewer first, and we’ll continue to lean into this strength in the coming year with a series of new programming and product initiatives.”

Tubi’s New Brand Identity and Logo

Tubi's new brand identity aims to be more playful, bold, and engaging, targeting its younger core user base.

It aligns with the themes explored in Tubi's 2023 Super Bowl ad, which featured giant rabbits dragging people down a "rabbit hole" of content.

The new logo design exemplifies this narrative. 

The "t" is crossed with a circle, visually representing the rabbit hole and the captivating world of Tubi's programming that viewers can fall into.

The former orange-and-white logo is also replaced with a more vibrant and youthful yellow-on-purple theme.

This shift reflects Tubi's desire to cultivate a platform that resonates with its viewers, making it fun for them to explore content that piques their interests.

Tubi's new vibrant UI reflects its younger core user base.
Tubi's user interface is now more vibrant and youthful | Source: Tubi

With the new logo and visual identity rolling out across platforms, Tubi hopes to solidify its position as a leading destination for free streaming entertainment.

“Our viewership growth is strongest with young, multicultural audiences and they love Tubi for the rabbit holes, the nostalgia, and the content they can’t get anywhere else,” Tubi CMO Nicole Parlapiano shared.

“In this new brand system, we wanted to give them a fun, bold, and engaging platform, that remains frictionless and 100% free, to indulge in the content that reflects their passions.”

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