The Fox Corp.-owned streaming platform Tubi has introduced a new visual identity and sonic logo as it prepares to expand internationally. The new branding will be rolled out on all supported platforms starting February 28.
Known for its extensive library of over 240,000 movies and TV episodes, the platform offers a larger collection of premium content than any other video streaming service. Recent originals include “Shattered Glass: A WNBPA Story,” BBC’s dramedy “Boarders,” and the comedy-thriller series “Dead Hot.” Other popular titles include “Scandal,” “The Edge of Seventeen,” “Batwoman,” “ATL,” and “Frances Ha.”
In the U.S., the platform has surpassed competitors like Roku Channel and Pluto TV. Nielsen reported that the service’s share of total U.S. TV viewing reached 1.5% in January 2024, beating Warner Bros. Discovery’s Max (1.3%), Roku Channel (1.1%), Paramount+ (0.9%), and Pluto TV (0.7%). Fox Corp. CEO Lachlan Murdoch highlighted the service’s 62% increase in total view time and 17% in revenue for 2023.
Developed with London design consultancy DixonBaxi, the new brand identity showcases the platform’s dynamic and expansive content. According to Simone Magurno, VP of Design, the refreshed logo features a purple background called “Turple,” and the brand name is “Hello Yellow,” symbolizing “the thrill of discovery.”
The redesigned logo includes a circle in the “T,” referencing the rabbit hole concept from their 2023 Super Bowl commercials. In these ads, giant rabbits throw people into rabbit holes, representing how viewers can get lost in the vast content. The new tagline, “See you in there,” emphasizes immersive entertainment.
Along with the visual rebrand, the platform introduced a new sonic logo that is bright and playful. The sound combines real and synthetic instruments, featuring a chorus of ethereal voices singing “Tu… bi… Tubi!” This aims to become as recognizable as Netflix’s “tudum.”
The updated identity supports the global expansion, with plans to enter the U.K. market this summer and other European markets soon after. David Salmon, former CTO of Endeavor Streaming, has been appointed as EVP and managing director of international to lead this expansion.
Nicole Parlapiano, chief marketing officer, highlighted the importance of visual iconography in establishing the brand globally. She said the new branding “brings everything together that we’re doing across programming, product, and brand. It creates more cohesion.” The design system is intended to work seamlessly across all touchpoints.
The new logo’s modern design has clean lines and a bold color palette. The primary bright green is complemented by white and grey accents, giving a fresh and contemporary look. This updated aesthetic aligns with popular styles in the esports industry, making the identity striking and recognizable.
In summary, the rebrand reflects the ambition to maintain its leadership in streaming while preparing for global growth. The vibrant new logo, playful sonic branding, and cohesive design system position the platform as an engaging and forward-thinking service. As it expands globally, this refreshed identity will help connect with a broader audience and reinforce its reputation as a premier destination for free, ad-supported streaming content.
