Anime Expo – Brand Identity

Celebrating Passionate Communities

Anime Expo is the biggest anime convention in North America. With hundreds of thousands in attendance each year, Anime Expo brings together passionate communities to celebrate the cultures they love most.

Blind partnered with Anime Expo to help rebrand their annual event. The process began with crafting the brand strategy, positioning statement, and user profiles. From that, Blind developed a complete identity system that reached every touchpoint of the event.

The New Logo

The long-standing event has built up years of brand recognition into their logo. We took what was working well with the previous logo and refined its form to work on a broader scale of applications and sizes.


Finding the Right Type

We updated the typeface of the brand to be modern and clean, with just enough character. A typeface flexible enough to work well across large printed displays down to small digital screens.



Brand Colors


Bold, diverse and fun. The Anime Expo brand colors are a reflection of its dynamic community. It’s also used to color code and or organize various design systems across the brand.

“We wanted to create a visual identity that was a genuine reflection of what Anime Expo represented. A community that celebrates rich cultures and wonderful art.” – Matthew Encina, Creative Director.

Visual System Inspired by Artist

The aesthetic of the brand was inspired by the art behind the culture. Pencil strokes, halftone patterns, fluid ink washes and dynamic compositions became the visual system we implemented across the brand.

The Ultimate Fan Experience

Beginning with the package they receive in the mail, we helped design a premium experience for top-tier event goers. Including a custom mailer, event badge, and collectible metal badge.


2017 Rollout


In addition to the brand’s identity system, the partnership between Blind and Anime Expo resulted in a new website, social campaign, custom merchandise, as well as printed and digital collateral for the event.


  • Client


  • Client CEO

    Mark Manansala

  • Creatives

    Yohanes Fadillah (Project Manager), Dino Martin (Brand Manager), Meg Tsuruda (Branding Coordinator), Jon Baumgardner (Director of Entertainment)

  • Production Company


  • Executive Creative Director

    Chris Do

  • Creative Director

    Matthew Encina

  • Executive Producer

    Scott Rothstein

  • Art Director

    Jaime Van Wart

  • Senior Designer

    Sang Chung

  • Project Manager

    Daisy Zarazua

  • Designers

    Emily Xie, Rachelle Moon, Minhye Cho, Mark Caasi