netflix one piece brand identity
Creative Direction
Design
Animation
Invited by Netflix to reimagine the brand identity for their live-action adaptation of the iconic, greatly beloved One Piece manga series.
Since its first release in 1997, One Piece has been one of the highest grossing media franchises of all time, breaking records in the publishing industry as the #1 selling manga of all time and #2 best selling comic book in the world. A mark of this massive global success, its logo has been adored by fans for the past two decades.
The goal of Netflix’s live action brand identity is to further evolve One Piece into a compelling, modern brand – one that elevates the epic fantasy pirate genre while standing the test of time. By adding dimension, textural realism, drama, and a hint of humor, the new identity captures the eccentric, whimsical nature of the One Piece world and the cinematic scale of their wild, nautical adventures. While retaining many of the key elements from the original manga logo, the new logo simplifies and provides a fresh, modern look by pairing a bold, contemporary sans serif typeface with a photorealistic Jolly Roger redesigned to incorporate key details that are iconic to One Piece. The rich, weathered textures add life and realism to the title representing the many adventures that the Straw Hat Pirates crew have encountered at sea. The resulting identity stays faithful to the source material while providing a visual refresh that feels new, universally inviting, and most importantly, real.
CREATIVE DIRECTOR + DESIGNER ARISU KASHIWAGI
3D ARTISTS ERIC DEMEUSY (R79 DIGITAL) + JOHN LIKENS
PRODUCER ANNA KIM
TITLE ANIMATION
The logo was designed with animation in mind. We started with the idea of pulling the camera back from Luffy through the nostril of the Jolly Roger to reveal its entirety. The “O” of the logo and the cross bones rotate in a circular motion, evoking a ship’s wheel or a compass. The animation can be played forward or backwards, working flexibly as either an intro or outro into footage.
logo breakdown
jolly roger
jolly roger breakdown
CONCEPT DESIGNS FOR KEY ART
cast announcement wanted posters
To announce the live action cast of the Straw Hat pirate crew, we re-designed the iconic One Piece Wanted posters. The result was a modern, gritty take on the original comic book posters, mixing bold typography and a distressed, textured treatment of the talent headshots.
