— PROJECT NAME
Anime North
Rebranding Project
— ROLE
- Logo Design
- Brand Identity Development
- Color Theory
- Typography
- Design Strategy
— DATE
2018
A visual identity rebrand for Canada’s largest anime convention. Modernizing Anime North’s logo system through compass iconography, Japanese typographic influences, and a refreshed color palette, transforming a fragmented and outdated annual branding into a cohesive, recognizable mark.
CHALLENGE & OPPORTUNITY
Anime North commands massive cultural presence in North America’s anime community, drawing 34,500+ attendees annually to Canada’s largest anime convention. Yet their visual identity lacked consistency, with logos shifting annually and a color palette dominated by various reds that diluted brand impact. The existing branding is outdated and struggles to reflect the energy and modernity of the event itself.
This rebranding project sets out to produce a cohesive visual identity system that honors Anime North’s heritage (their compass legacy, Canadian roots, and Japanese cultural significance) while projecting modernity, accessibility, and fun.
THE PROCESS
Beginning with Anime North’s iconic compass imagery, I explored how this navigation metaphor could evolve into a modern, cohesive mark. The compass became the connective element, bridging “Anime” and “North” while suggesting the adventure fans undertake within its grounds.
Playing with the Japanese katakana of Anime North (アニメノース) informed the typeface exploration, introducing angular, dynamic qualities that echo the precision of Japanese typographic design. This led to selecting typefaces with distinctly techy, anime-inspired aesthetics, geometric and bold.
The color palette shifted from Anime North’s traditional mono-red approach. Introducing blue alongside red creates a vibrancy and visual contrast that better reflects the event’s energy. The blue circle functions as a connector, unifying the mark while creating spatial depth. Red, now reserved for the compass accent, regains impact through restraint.
The final lockup achieves the balance of sleek and modern with playful vibrancy while maintaining Anime North’s iconic compass visual.
