# Pluto TV new logo (2024)

> Pluto TV launched a new logo in Jan 2024. New logo.

## Key facts

- Brand: Pluto TV
- Launched: Jan 2024
- What changed: New logo.
- Why: Pluto TV's refresh aimed to position it as the originator of free, ad-supported streaming television, coinciding with its tenth anniversary.
- Industry: Streaming
- Logos: https://rebrandlog.com/logos/pluto-tv-2024/before.svg (before), https://rebrandlog.com/logos/pluto-tv-2024/after.svg (after)

## The rebrand, explained

In January 2024 Paramount's free streaming service Pluto TV completed a brand refresh and prepared to show it off during the Super Bowl broadcast on CBS, Nickelodeon and Paramount+. Paramount's press site published the new wordmark and logo assets under the title Brand Refresh 2024.

Deadline reported the thinking. Insiders said the aim was to position Pluto as the progenitor of free, ad-supported streaming television, the category known as FAST, and the refresh coincided with the tenth anniversary of Pluto's debut as a beta website in March 2014. FAST had grown into a multi-billion-dollar business with an estimated 1,500 channels competing for attention.

Internally, Deadline said, Pluto was described as entering its third act: the first was its emergence as a startup, the second its 2019 acquisition by Viacom.

The design details came from Deadline and Paramount's own release. The refresh, overseen by an outside design firm, covered a new logo, font and motion graphics aimed at a bold and simple look with a brighter palette; the logo keeps its signature lettering but changes shape and placement, and moves to a new primary yellow the company dubbed Plutonium. In a nod to Paramount, the new font is tilted at 22 degrees, the number of stars around the studio's mountain logo. The logo's motion graphic orbits, a reference to the planet and to the idea of helping viewers find their orbit. The Super Bowl spot, Couch Potato Farms, aired on 11 February and opened a months-long campaign across linear TV, connected TV, radio, out-of-home and social, with activations in Las Vegas around the game.

The strategy makes sense. When a category you pioneered fills up with lookalike services from every media company, the obvious move is to claim the origin story. A Super Bowl slot is an expensive way to say we were here first, but it is a loud one.

Pluto's equity lies in being the familiar free option, and a dramatic new look would undercut the claim to be the original. The real work here is positioning; the logo just needs to look current on a television screen in front of a very large audience.

In short: First, and saying so.

## Other rebrands of Pluto TV

- [Pluto TV (2020)](https://rebrandlog.com/rebrand/pluto-tv-2020/) 6 Jan 2020

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_pluto_tv_2.php
- https://deadline.com/2024/01/streaming-pluto-tv-fast-anniversary-logo-super-bowl-1235804670/
- https://www.paramountpressexpress.com/pluto-tv/shows/brand-refresh-2024

## Cite this

Rebrand Log, "Pluto TV new logo (2024)", https://rebrandlog.com/rebrand/pluto-tv-2024/, last updated 2026-10-20.