Animethon is an annual event held at the Edmonton Convention centre in Edmonton, Alberta, Canada. In 1994, the event was started by volunteer students to promote Anime culture to the Alberta community.
Client
Animethon
Scope
Identity Design, Motion Graphic
Brand Strategy
Animethon Committee
Photos for mockups
Kevin Mohabir, Samantha Poier, Jennifer Dacanay
Year
2022
The rebrand project for Animethon aims to refresh its visual identity and eliminate the serious and religion-related imagery in the old logo. The new brand appearance will be delightful, explicit, and professional across all event materials, aligning with the brand’s mission to present itself as a trusted, contemporary, and well-established local brand. Animethon has expanded its goals from promoting Anime culture to creating a safe, welcoming, and friendly environment for Asian pop arts enthusiasts to celebrate, create, collect, and collaborate.
Logo Review
The previous Animethon logo, implemented since 2006, lacks a thorough style guide and outdated visual assets. As the need for brand repositioning is identified, the existing appearance cannot express the event’s positive energy and falls behind competitors in a visually and emotionally based culture. The rigidity of the tori gate and dated typeface choices fail to convey the event’s vibrancy. Animethon needs a flexible style guide to create a consistent and professional look.
Logo Concept Development
The new logo for an anime convention event retains the popular AT monogram and modernizes the font for a clean and vibrant look. The centre of the logo features a lighting star or spotlight, symbolizing positivity and renewal. The rising star imagery represents the brand’s commitment to constantly improving its services and fostering a community for Asian Pop Arts lovers. The logotype is balanced with the monogram, and the repetition of the star increases cohesion in the design.
Colour Palette
The four primary colours, red, cyan, yellow, and green, represent the event’s four mascots, with red being the primary colour and most widely used. The new palette conveys a futuristic and dynamic tone inspired by the Shounen Anime genre. Navy blue and purple serve as tertiary colours for added flexibility.
Typography
Fivo Sans Modern is the primary typeface with a high-tech look that complements the logo’s artistic style. Fivo Sans Modern regular is used for body copy, while its bold weight is used for headings to ensure consistency. Anton, a condensed sans serif, is added for flexibility in space-constrained circumstances or to emphasize specific words in tandem with Fivo Sans Modern.
Visualisation
The visual pattern uses spikes, half-tone patterns, and parallelogram shapes to create a Shounen anime-inspired look appealing to the young demographics. Parallelograms function as the background for all materials helping unify the visual elements with the logo.
