Diverse Artists Reimagine Hulu's Logo for the Streaming Age
Make the logo bolder! brighter! brassy!
Hulu asked artists and filmmakers from around the world to cast its iconic lime-green wordmark in a series of brief digital clips reminiscent of traditional broadcast and cable TV IDs.
The streamer's Greenhouse ad studio engaged production firms Titmouse and Psyop to help 11 creators take the emblem in unexpected directions. Compiled below, the :15s run the gamut from freaky and funky to flat-out fun:
"We found ourselves attracted to artists who had both vision and personality," says Andy Holton, team brand leader at Greenhouse. "We recognize the power that a company like Hulu has in giving passionate, diverse artists a platform."
Here's a time-stamped index for the compilation:
- 0:00 - 00:15 - Andrea Love, "Fuzz Machine"
- 0:15 - 00:30 - Studio Showoff, "Feels Like Hulu"
- 0:30 - 00:45 - Motion Mami, "Con Sabor"
- 0:45 - 01:00 - Ihsu Yoon, "Extraordinary Supper"
- 1:00 - 01:15 - Matt Taylor, "TinyTV"
- 1:15 - 01:30 - Ari Grabb, "Kero Kero Furugi"
- 1:30 - 01:45 - Robertino Zambrano, "Be the Flame"
- 1:45 - 02:00 - Rachel Reid, "Golden Hour"
- 2:00 - 02:15 - Simón Wilches Castro, "Prelude"
- 2:15 - 02:30 - Shota Shimizu, "Ponpokko-Ponnchi"
- 2:30 - 02:45 - Golden Wolf, "Logo Collage"
Talent from Sweden, Argentina, the U.K., Colombia, South Korea, Amsterdam, Japan, Canada, Australia and the U.S. created the vignettes.
Some faves, selected by the Hulu team, include Andrea Love's whimsical "Fuzz Machine," with intricate stop-motion animation and detailed felt-art sculptures:
"Feels Like Hulu" from Studio Showoff populates a house party with familiar series characters. Naturally, ray-guns come into play:
Motion Mami crafted "Con Sabor" ("With Taste"), a love-letter to Afro-Latinx culture.
"Being Dominican, we're surrounded by a culture that's part African, part European—and all vibrant," the studio says on IG. "To celebrate this, we took inspiration from three genres born in different barrios that have gone on to move the whole world."
And Shota Shimizu's "Ponpokko-Ponnchi" offers a frenetic feast for the senses.
"When we discovered Shota's work through a deep dive internet search, we were immediately taken with the vivaciousness of his animations and how his style transcends language barriers," says Greenhouse video editor Naveen Singh. "Shota's spot is like a sing-along kids' show, but delivered in the most wonderfully absurd fashion."
The IDs will roll out across Hulu social platforms, with more in the works, along with behind-the-scenes footage and artist interviews.
"We are always looking for ways to tap into up-and-coming creative communities and to shine a light on new voices who are making unique and meaningful work," says Reid Thompson, VP, head of creative at Greenhouse. "The results embody the spirit of Hulu better than anything we could have imagined."