Right Stuf’s 2007 Identity Update


The new logo for 2007 was developed from incorporating a circle motif, or red Japanese sun, into the thick/thin typography of the current logo. We updated the typography and then chose to emphasize the singular “f” in “stuf” that has been part of the company name since the beginning. We opted not to use a separate logo or symbol in conjunction with the typography because the numerous hours spent brainstorming a visible representation of “stuf” resulted in many entertaining, yet unsuitable solutions.

To add more expression to the updated typography, the red Japanese sun became an “!” and was used beneath the reversed out “f.” The “!” was chosen both to express the excitement we hope to bring to anime fans and also as a nod to the Japanese convention of portraying characters in “chibi” form to express their excitement.