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Tubi’s new redesign wants to push you down the rabbit hole

The name “Tubi” spelled in yellow stylized letters on a purple background.
Tubi’s new logo and signature shade of “turple.” | Image: Tubi

Tubi knows that people fire up its app just to see what happens to be streaming rather than to search for one specific thing, and the platform is trying to embrace that reality about itself in the form of a playful new brand identity.

Today, Tubi began rolling out a new look and feel for its login-free service that’s meant to emphasize how the streamer wants viewers falling down rabbit holes as they search through the thousands of films and series it has to offer. That was also the concept behind Tubi’s 2023 Super Bowl ad in which people were thrown down literal holes by anthropomorphic rabbits, and while the new branding is nowhere near as unsettling, chief marketing officer Nicole Parlapiano said in a press release that it’s meant to…

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