![]() ![]() ![]() In addition, though it won’t be a standard part of the streamer’s platform design, Tubi is also introducing a new marketing tagline, which will be seen in various print and TV campaigns for the service, “See you in there.” Tubi’s new look and sound began rolling out Wednesday morning and should be available to most users by today or tomorrow, but because the app is on dozens of different devices and TV sets, it could take a week or two for the redesign to show up for everyone. For example, “The T is actually designed around a circle, which represents the rabbit hole itself.” “We thought, ‘Why don’t we translate this idea into a visual metaphor that can come to life in many different ways,’” Magurno adds. Working with U.K.-based agency DixonBaxi (which has designed looks for Max, Hulu, Pluto TV, and the CW), the Tubi team came up with a logo and animation that evoked the “thrill of discovery,” as Parlapiano puts it, of poking around the streamer’s various content kingdoms. The rest of Tubi’s new look was designed with the same objectives. “And we love the idea of repetition throughout as well … It not only feels the most bold but also feels slightly unexpected.” “We’re literally reminding them of what they’re watching and what they just launched on their TV,” he says. ![]() But they settled on the option that included voice because it felt the most useful to reinforcing Tubi’s brand. Simone Magurno, Tubi’s VP of design, said he and his team ended up exploring three different ways to remake Tubi’s sound cue, including ideas that played with contrasting sounds and rhythms. If Netflix’s “tu-dum” sound feels like you’re stepping on to the bridge of the streaming Death Star, and HBO’s static hum evokes landing in the TV afterlife, Tubi’s sonic ID is sort of like a snippet from an early-aughts Eurodance hit. In addition to the usual musical notes you expect from the start of an app, Tubi’s so-called “sonic ID” includes a voice, one that says “Tubi” - first very slowly (“Tuuuuuu-biiiiii”) and then very quickly (“Tubi!”). But Tubi’s puckishness is most obvious in the two-second sound cue that now greets users when they click into the app. The old red-and-black logo is now a very bright yellow, with a new (but still lowercase) font, as well as an opening animation that nods to the idea of rabbit holes. Tubi’s new look includes replacing the past black background most users saw when scrolling through its never-ending lists of shows and movies with a very distinct (and vaguely HBO Max-ish) purple (or, as Tubi has actually termed it, “Turple”), as well as bolder fonts for show titles and content rows. “It reflects our mischievous brand voice,” she says. The new logo, color scheme, sound cue, and tweaked user-interface design are meant to rectify that. “Tubi was not Tubi-ing in its proper form everywhere,” the exec told Vulture. But while Tubi has been pushing that messaging in its marketing, Parlapiano says it wasn’t coming across in Tubi’s on-platform user experiences. That promo campaign, she says, “came from what we were hearing from viewers about the brand in our social channels,” namely that Tubi was a low-stakes destination for almost accidentally discovering movies and TV shows across a wide range of genres. It’s the biggest change to the platform’s user experience since 2017, and the most significant overhaul since Fox bought the company in 2020.Īccording to Tubi chief marketing officer Nicole Parlapiano, the new brand ID builds upon last year’s somewhat absurdist and instantly viral Super Bowl ad, which was built around the idea of users getting thrown down Tubi-content rabbit holes by giant rabbits. The buzzy, top-rated free streamer began rolling out a new brand identity Wednesday morning, one that includes a redesigned logo, a refreshed user interface, and perhaps most noticeably, a radically different sound cue that will play every time you open the TV app or stream a Tubi original. Don’t be surprised if Tubi looks - and sounds - a bit different the next time you open the app.
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