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Hulu rolls out unified brand design, with push toward original content

The new look of Hulu under the “One Hulu” brand initiative. (Image courtesy Hulu/Walt Disney Company, Graphic by The Desk)

Streaming service Hulu is rolling out a brand refresh that aims to unify various parts of its business under a single image.

The initiative, known as “One Hulu,” is part of a new strategy to make Hulu’s platform and conent more appealing to consumers, advertisers and investors alike.

One Hulu is being spearheaded by the Walt Disney Company, the majority owner of Hulu who is poised to take over the entirety of the service from Comcast within the next few years.

In the coming weeks, Disney will reboot Hulu’s look and feel across various streaming devices where the service is accessible, including smartphones, tablets, streaming TV gadgets and web browsers.

The new look and feel will feature content tiles that sport soft, round edges that mimic the curvy “H” and “U” in Hulu’s name. It will also include new sonic branding that will play before Hulu’s original programs, including some shows produced in partnership with Disney’s cable network FX.

Disney will also lean hard on Hulu’s green color scheme, which is found in its logo and other areas of Hulu’s apps distributed across various platforms. (The service will still delineate content genres using other colors.)

In an interview with the trade publication Adweek, a Hulu executive said the overall brand refresh was intended to make the streaming service stand out in an increasingly crowded space of consumer offerings.

“We just want to have people come in and say, this green one is probably going to have mostly everything I want, and I am going to go there first,” Michael Schneider, the top executive in charge of Hulu’s brand marketing, told the news outlet.

Hulu, indeed, has a lot of content: In addition to its own original series, the service offers access to shows currently airing on Disney’s teen- and adult-oriented broadcast and cable networks, including ABC, FX, FXX and Freeform. Many of those shows are available to stream on Hulu less than 24 hours after they originally air on linear television.

Hulu also distributes content licensed from third parties, including NBC, Fox Corporation, ITV Studios, AMC Networks and Telemundo. The on-demand version of Hulu costs $6 a month with advertisements or $12 a month without; a live TV version of Hulu that includes networks from Comcast, Disney, AMC Networks, Discovery Networks, ViacomCBS and other programmers is also available starting at $65 a month.