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Tubi, Fox's free ad-supported streaming service, rolled out a new brand identity on 28 February 2024, Variety and The Verge reported, as it prepared to launch in the UK and then other European markets. Variety said the work was developed with a London design consultancy.

The new logo sets the name in a colour called Hello Yellow, which Tubi's head of design said represents the thrill of discovery, on a purple the company calls 'Turple'. The circle in the 'T' nods to the Tubi rabbit hole from its 2023 Super Bowl ads, in which giant rabbits threw people into holes, the idea being that viewers lose themselves in a vast library. A new tagline follows: 'See you in there'. The sonic logo, likened by Variety to Netflix's 'tudum', mixes real and synthetic instruments with a chorus of voices singing the name, and was meant to sound bright and playful. The Verge noted a bouncy splash animation too.

Chief marketing officer Nicole Parlapiano told Variety that scaling globally requires visual iconography rather than just text, and that the system was meant to bring programming, product and brand together across every touchpoint. She said Tubi's growth was strongest among young, multicultural audiences and that the brand should feel fun, bold and engaging. Variety cited Nielsen figures putting Tubi at 1.5% of US TV viewing in January 2024, ahead of Max, the Roku Channel, Paramount+ and Pluto TV.

The Verge found the app largely unchanged in use, and joked that Tubi might have spotted Freevee's likely demise and decided its colours should not go to waste.

CNET's report filled in the before and after. The new logo kept the purple but swapped orange and red hues for neon yellow, the black background on the app's home screen gave way to the signature purple, and the new tagline, See you in there, leaned into the rabbit hole theme. Chief marketing officer Nicole Parlapiano described the intended experience as bold and mischievous. For a free service competing against far richer streamers, being the loudest colour on the TV is a sensible strategy, and the rabbit hole gives that colour a story to tell.

The rabbit hole is a strong, ownable idea, and building it into the T is smart. Yellow on purple is loud, which suits free TV. The singing logo is the boldest swing: it will be loved or hated, and either way remembered.