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AfreecaTV has rebranded to SOOP. SOOP announced the reorganization through its official website on the 15th, and has completely revamped the brand visual identity and UI/UX of the company and its services.
The new name 'SOOP' means a space that communicates through content, like a 'forest' ecosystem that encompasses all components. The name of the broadcaster 'BJ' who was active on AfreecaTV will be changed to 'streamer'. The broadcasting space 'broadcasting station' will be changed to 'channel'. The 'star balloon' used for paid sponsorship will maintain its name.
The character 'Arty' symbolizing AfreecaTV has disappeared. OO is merged into one, color is added, and S and P are emphasized. There is a round part at the intersection of infinity, so it looks like a peanut. The color of OO, the symbol of infinity, is changed and used for various visual identities. The CI uses 'Essential Blue', which inherited the blue color of AfreecaTV. The global service uses 'Energy Green', and the domestic service logo uses 'Infinity Blue'.
The UI is centered around e-sports and short-form Catch. The e-sports section features match VODs, professional player broadcasts, and schedules. Catch lets you watch short videos in succession, like TikTok, Reels, and Shorts.
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