Tubi (2024 rebrand)

Published February 10, 2025

In 2024, the brand agency DixonBaxi lead a complete rebrand of the streaming service Tubi. The project was a complete overall including a new logo, app UI, website, color palette, typeface, and overall brand attitude.

Although the Tubi wordmark is custom lettering, DixonBaxi collaborated with Central Type to create a brand typeface called Tubi Stans (yes, Stans not Sans). The design is a customized version of Central Type's superfamily Deacon. The name of the custom typeface is a play-on-words based on the slang term "Stan".

From DixonBaxi's website:

Working with Mark Butchko from Central Type, a Chicago type foundry, we tailored a confident typeface, Tubi Stans, to match the irreverent tone of voice that sets Tubi apart from competitors, with the name itself paying homage to the superfan culture that the brand embodies. Sprinkled across the typography, flipped glyphs and characters that subtly bend into the iconic Rabbit Hole shape help to convey playful oddity at every level of messaging.

Although the Tubi Stans family spans six weights, the brand mostly leans on the boldest (Black) weight. To help give the type more personality, a number of alternate glyphs were added. Some of the alternates mirror the design of the t in the wordmark, others are flipped upside down. In addition to the alternate characters, the spacing and kerning were optimized to better accommodate the “tight-not-touching” look the team was going for.