Welcome
We’re the global home of anime, serving tens of millions of fans every day.
But it wouldn’t be possible without the passion and talent of people like you. As we continue our journey, nurturing our brand is more important than ever, and it starts with our identity and design.
As an important part of Funimation, we encourage you to use this guide to make an impact on the company, and the global anime community.
Approval Process
For us to maintain brand consistency, Funimation has a formalized approval process that is to be used for specific types of content you may be creating.
When designing, writing, or communicating anything new on behalf of the Funimation brand please review this document to see whether you are required to make an official submission to our Marketing Strategy Department for review.
Questions or issues? Email: brandsteward@funimation.com
We’re a team over 400 strong in more than 6 countries, and rapidly expanding.
Through an independently operated joint venture between Sony Pictures Entertainment and Aniplex, partnered with AnimeLab, Wakanim, and Manga UK, our future is looking brighter than ever.
And while we’ve seen big changes, we've stayed true to who we are: a company of real anime fans.
brand pillars
These pillars are the foundation of our brand—the building blocks which help make Funimation the global source for anime content, experiences, and community.
Our Promise:
To provide a virtuous network of products, services, and experiences that enable the Anime connection.
Our Values:
We foster and celebrate inclusion, self-expression, and creativity
Our mission:
WE HELP EVERYONE BELONG
Brand positioning
Celebrating the Lives of Anime Fans Worldwide
To us, anime is everything. It's an expression of who we are, and a lifestyle that we embrace. Every day, we celebrate the millions of anime fans across the globe—their voice, individuality, and creativity. With passion, respect, and purpose we help everyone belong.
brand personality attributes
Inspirational
We arouse the heart and mind. Anime is full of “WOW” moments, not only in its visuals, but in its storytelling. We deliver these moments in all that we do.
Creative
We’re multi-faceted and curious. We encourage all forms of positive expression.
Energetic
Our spirit is vibrant and youthful. Everything we do should be fresh and cutting-edge.
Humble
Free of ego and pretension. We’ve come a long way. But we couldn’t have done it without the help of the anime community.
Courageous
We’re bold and confident when we take risks. We encourage all team members to take a stand and swing big. We’ve got your back.
Above all else, we inspire
All channels should lead with this in mind, and integrate other brand personality attributes, according to their audience and business goals.
Brand
· Inspirational
· Creative
· Humble
· Energetic
· Courageous
Stream
· Inspirational
· Energetic
· Humble
· Creative
· Courageous
Ads
· Inspirational
· Creative
· Courageous
· Energetic
· Humble
Social
· Inspirational
· Energetic
· Creative
· Courageous
· Humble
Shop
· Inspirational
· Energetic
· Creative
· Humble
· Courageous
brand Vision
The Funimation We're Building Everyday
A virtuous network of products, services, and experiences that enable the anime connection.
Value Statements
Freedom of Self-Expression
Everyone should live without fear and apology. We are who we are, and that’s the beauty of it. We champion tolerance and diversity.
Cultivating Creativity
We celebrate positive perspectives and ideas. Anime is creative expression. We demonstrate its values by being open-minded, exploratory, and thoughtful.
Fostering Inclusivity
Everyone should be valued, respected, and considered. We take pride in being inclusive, and thoughtful.
Building Something Bigger Than Ourselves
Everything we do supports anime fans and grows our community. Without them, we wouldn’t be here.
We Push Boundaries
We relentlessly seek the exceptional. Our fans deserve it.
We Have a POV
We are principled. We take a stand for what we believe in—our fans, our community, and our values.
the funimation logo
Designed to be recognizable, ownable, and full of smiles, our wordmark works with anime’s wide variety of tones and visuals.
Logo Colors
The Funimation wordmark should only appear in Ultraviolet, White, or Black.
Clearspace and Minimum Size
To give space to our primary logo, we use “clearspace” when applying the Funimation wordmark. The margin is equal to the base height of the letterforms, marked by "x."
For legibility, we never make the Funimation wordmark smaller than 90px in digital, and 1 inch (2.54cm) in print.
logo misuse guidelines
Do not change the wordmark color to anything other than the approved brand colors.
Do not distort or wrap the wordmark in any way.
Do not create a forced outline version of the wordmark or add a stroke.
Do not apply reflections or shadows to the wordmark.
Do not angle the logo or use vertically reading downward.
Do not apply any bevel effects to the wordmark.
footage Watermark
The Funimation wordmark should be applied as a Watermark to brand all show and collateral visual/video assets—like interviews, behind-the-scenes, performances, and live events.
The wordmark should appear in White at a 50% opacity with a black drop shadow blurred to 97%. Watermark placement is in the upper right corner and should keep our standard wordmark clearspace outlined above.
Color
This color palette is used everywhere we show our brand, exemplifying the Funimation personality in all that we do.
To sync up with the rest of the Funimation family, click through the link below and select "Follow Library". You'll then be able to easily access Funimation colors and objects from anywhere in the Adobe Creative Cloud. Simply open "Funimation Brand" from the Library window in any of your Adobe applications and select "View by group" to see assets organized by color mode (RGB, CMYK, and Pantone).
Primary Color
Ultraviolet
As our main brand color, this bold purple dominates the overall color impression of layouts. This is our environment that houses all other elements.
Secondary Colors
black, white
Our secondary colors of Black and White are used as balancing elements, aligning the compositional weight and creating a flexible structure to promote IP.
White pulls key visuals and screenshots into the foreground, elevating our content without infringing upon it. Black houses text, logos, and other elements which may require additional clarity.
Tertiary Colors
Pink, Yellow, Red, Green
Pink, Yellow, Red, and Green serve as our accent colors—guiding the eye, indicating movement, directing visual tension, prompting user interaction, etc. These colors should comprise no more than 33% of the overall backing layout in total.
You'll see green used for button rollover styles and hyperlinks (when against black), but we never use the other tertiary colors for text, iconography, or interactive elements. When in doubt, rein it in.
COmpositional Color Ratios
Typography
Typography is a key element within our brand system—it’s important to follow the leading, tracking, and text hierarchy in this guide for brand consistency across all touchpoints. It’s not just what we say, but how we say it.
Brand Font System
Our Funimation brand font system maintains impact and consistency across digital and print. Whenever possible, we use Integral CF bold for headers and links while using the Prompt family for everything else. If you're on a platform that doesn’t support Integral CF, Prompt Extra Bold can be used in place.
Integral CF
Demanding immediate attention, Integral CF uses superbold letterforms for maximum visual and emotional impact. As an all-caps titling font, it is the perfect font for punchy headers and pairs well with our lighter body copy font, Prompt.
Prompt
Prompt is offered by Google as a free font family. It works best with text that has wide proportions and airy negative space. Combined with Integral, our typography tells our fans we're bold yet approachable.
type hierarchy
We use typography to create hierarchy and build visual cohesion. This outlines the basic relationships between our typefaces and the levels of information. While a solid starting point, these font sizes are guidelines and will possibly differ depending on specific creative needs.
Leading Ratios refer to the relationship of the font size to the height of its line spacing.
(For example, a 16pt font with a Leading Ratio of 1.5 would result in a 24pt leading value.)
interactive elements
Whether used in buttons or as a standalone link, CTA or "call to action" text should always be set in Integral, Bold, and All Caps. Hyperlinks in copy blocks should conversely stay within the family, using Prompt Bold instead.
For accessibility, buttons and their hover states should only appear in the following color pairings and styles. The point size of the copy and the padding should remain consistent across a given use-case, so only the width of a button will fluctuate.
dark mode
Standard
Rollover Styles
Light mode
Standard
Rollover Styles
Substitute Cyrillic Font: Rubik
Our substitute font Rubik is offered by Google as a free font family. It is ONLY used for Slavic, Turkic, Mongolic and Iranic-speaking countries in Southeastern Europe, Eastern Europe, the Caucasus, Central Asia, North Asia and East Asia.
iconography: Hydra
If you need a big idea communicated simply, use an icon. These glyphs from Hydra can be used across all platforms, in presentations, and reports to maintain our design system. Icons should have plenty of negative space with open strokes where possible.
General UI
These are used across all platforms.
Video Player
These are used in the video player within the web & apps.
Graphic elements
Graphic elements help make up our distinctive brand design system, along with our wordmark, colors, and fonts. Based on a layer system, each element builds on top of the ones below it—creating visual depth and presenting a world for our fans to dive into.
Please make sure to read these guidelines very carefully and adhere to them as closely as possible.
Backing halftones
Forming the base of our design, our backing halftone content should corrospond to the foreground art element. If this is not allowed by the licensor, we can always fall back on a general use texture. When generating new black and white halftone screen bitmaps from images, use Round shapes at an angle of -30°. Scale isn't ultra important—just make sure the texture is visible and we're reasonably consistent across the project.
While created as a textured base for the other elements, we use our halftones to define solid shapes against the backing purple. For this reason, halftones should always be masked inside of an equilateral triangle or circle unless character art (which already has a defined shape.) Triangular masks should never point directly left, right, up, or down—keep them dynamic and at an odd angle.
To further establish our sense of scale, these masks should always fall off the edge and show two or three areas where the edges intersect. Set everything to Multiply (to knock out the white) and we're done!
General use
character
key visual
footage
Graphic Objects
Speaking of falling off the edge, it's time to follow suit with our graphic objects—these different pieces can and should interact with the edges of the composition, as well as with each other. It's time to color outside the lines.
Warped outline Text
Let's start off groovy. Using Adobe Illustrator's "Rise" effect as our base warp method, we can quickly and easily modify short copy to fit any composition.
If oriented extremely vertically, make sure the copy reads upwards (with the end of the word closer to the top of the composition.) Use no more than one instance of this object, unless the design is very long and narrow (emails, lanyards, etc). Feel free to omit this element if the legibility of other copy is affected (e.g. the digital ad examples below).
Because this object is custom tuned to every composition, it is the only asset not included in the Funimation Brand Adobe Library. You can find the working file inside the Objects folder of the Graphics Package.
Gradient Shapes, Scanlines
These large, bold shapes are major drivers of composition, with the option of housing a masked scanline pattern within them. This scanline pattern should never rotate—keep it at the base 45°, the lines shrinking as we move down and to the right.
While base Pink or Green, these shapes should each have a Yellow gradient individually overlayed. We can choose whatever angle we like, but to create a "light source" for the composition and further push the depth, we'll need to be consistent. Gradient size and position can vary, just as long as both colors are apparent.
Try and stick to one or two large shapes per composition, unless the design is very long and narrow. Regardless of number, these shapes should never overlap one another. Just like our halftones, keep our equilateral triangle shapes and masks dynamic by pointing them in non-cardinal directions. Feel free to omit this element if the composition's subject is negatively impacted (e.g. web banner examples below.).
White Triangles
While tempting to pepper our designs with these accent pieces or use them to house other elements, this layer should generally only contain between one and three medium-sized equilateral triangles. These aren't confetti, and should instead be seen as balancing elements.
While they should never intersect with one another, position over the edges of multiple other elements whenever possible to really push the sense of depth. And as always, keep these triangles off-kilter!
black fields
Just one more triangle for you, I promise!
Whether using these black fields to house copy against a busy background or to cement the bottom of a top-heavy unit, don't let two fields intersect with each other. Let's also shy away from using a black rectangle and black triangle in the same composition, if we can avoid it. While otherwise completely malleable, the black rectangle field should always be longer than it is tall and never rotate.
content border frame
If the rest of the visual system lets us color outside the lines, it's time for paint by numbers. Licensed content at the forefront of our compositions is fiercly guarded by our licensors and needs to be 100% uncropped and visible—elevated by and clarified against our backing design. To push this distance and further highlight our subject, we incorporate a white content border frame. With a crisp edge and offset at an angle of 135°, this fancy drop shadow uses a variable thickness: 5% of the content's shortest dimension.
For content that we are able to crop, such as photos and commissioned artwork, keep to a rectilinear shape—this will create a visual hierarchy against the circles and triangles of our backing imagery.
Footage
Key Visual
other imagery
Compositional layering
Time to bring it all together!
Consumer-facing examples
The following examples illustrate potential applications of the Funimation visual identity system and should serve as a core reference point for future designs.
SOCIAL MEDIA TAKEOVERS
SOCIAL MEDIA POSTS
WEBSITE BANNERS
NO-FRILLS UAC PAID MEDIA
DIGITAL ADS
PROMO SLATE
CLIP OVERLAY
SEASON REAL OVERLAY
MAGAZINE ADS
Spread
Unit
CONVENTION POSTERS
Front
Key Visual
Front
Character
Back
Promotional
Convention popup panels
Convention swag
pattern application
Tape Pattern
Washi Tape
Packaging Tape
Lifestyle merch
Artist Collaboration
Internal use
Our one-stop-shop for any templates to create presentations, preview office supplies, or just to make daily life a little more colorful.
Presentation Template
By clicking through the link below and selecting this template, you'll create a fresh presentation on your personal Google Drive.
BUSINESS COLLATERAL
Business collateral is how we look IRL and should rely on PMS (WIP) color matching to stay consistent across print treatments and vendors. When building out printed assets, each piece should work individually and as part of our larger visual story.
Business Cards
Post-Its
Letterhead
Envelopes
Buck Slips
Name Plates
© 2021 Funimation Global Group, LLC.