On September 7, 2026, hololive production turned nine. COVER Corporation, the company that runs it, used the day to start a one-year countdown to the 10th anniversary on September 7, 2027, and to announce the biggest change to how hololive presents itself in years: a new logo, one unified “hololive” brand, and a multi-year refresh of talents’ visuals.
The news came through the “hololive Next” program and a dedicated countdown website. Here is what was announced, what it changes for fans outside Japan, and what to watch next.
Three renewals
According to COVER’s announcement, the production is making three changes.
- A new logo. The refreshed logo keeps the triangle and blue motifs. It started rolling out on September 7, 2026, first on online platforms such as the official website, then at official shops, live events and on merchandise.
- One “hololive” brand. Until now the brand has been run around regions and groups, such as hololive Indonesia, hololive English and hololive DEV_IS. These will be unified as a single “hololive” across regions and groups so that talents around the world can collaborate more freely.
- Talent “Visual Updates.” Each talent’s visual presentation, including outfits, will be refined case by case in consultation with that talent, over several years. The announcement describes three patterns: enhancing the current look, refining outfits and motifs to match a concept, or a larger overall change. Tokino Sora, the first hololive production talent, is the first to receive an update, and her new look was revealed in a live show on September 7 at 9:00 p.m. JST.
A new mission
Japanese outlet GameBusiness.jp, reporting on the same announcement on September 9, says the production also changed its guiding principle to “Let’s create a culture the world loves” (「つくろう。世界が愛するカルチャーを。」). The article describes this as a shift away from a focus on developing individual talents’ personalities and abilities, and says the company aims to raise awareness in Japan while strengthening activity in North America, East Asia and Southeast Asia.
What the new logo changes
The design site 1000logos.net, in its own analysis of the redesign, notes that the blue color and triangular emblem stay, but the emblem is rebuilt from softer, overlapping shapes that appear to interlock. In its view, the earlier identity was sharper and more technical, and keeping the triangle preserves recognition rather than starting over. That is the site’s reading; COVER’s own announcement only says the triangle and blue motifs are kept.
Digital assets such as social accounts, YouTube pages, websites and apps can change quickly. Physical items, including merchandise and shops, will take longer, so the old and new logos are likely to coexist for a while. 1000logos expects the transition to be clearly visible by hololive Super Expo 2027, which is its prediction rather than an announced date.
New projects announced alongside
- hololive raku, a new app for talents’ at-home streams. The concept is “the usual home streams, even more stunning and fun.” It lets talents bring studio-quality stages, effects and items into regular home streams. GameBusiness.jp reports that it will be released in stages from late September 2026, and says that it lets camera angles change freely.
- A first TV anime, produced by Studio KAI. A special information program was scheduled for September 23, 2026. For the details revealed later in September, see our article on Odekake hololive.
- A new unit, ASOBI★MAWARI-TAI!, described as hololive production’s first new unit in nearly two years. It introduces new talents, with more details promised during September 2026 on the unit’s official X account.
Why it matters for fans outside Japan
Dropping the separate regional labels makes hololive easier to follow as one group, and COVER says it should let talents across regions collaborate more freely. For English-speaking fans, the likely effect is that cross-branch collaborations become easier to organize and easier to find, though the announcement does not promise specific collaborations.
Visual updates will arrive gradually, one talent at a time and with each talent’s input, so expect changes to appear over several years instead of all at once. Outfit and logo changes will also reach merchandise over time, so check which logo and which version of an outfit an item uses before you buy.
What to watch next
- The 10th anniversary countdown website and future episodes of hololive Next, where COVER says further details will appear.
- The next talents to receive Visual Updates.
- The rollout of the new logo to shops, events and merchandise.
- The release and reception of hololive raku, and the new unit’s first activities.
We will update this article if the plans change.
Sources
- hololive Next and the Road to hololive production’s 10th Anniversary – hololive production (September 7, 2026)
- 「ホロライブ」10周年に向けて体制リニューアル！ – GameBusiness.jp (Japanese, September 9, 2026)
- Hololive Production Logo Makes One Global Brand Out Of A Virtual World – 1000logos.net
Reviewed by WVR Inoue on October 20, 2026. See our editorial standards.
Thumbnail: ときのそら 新メイクアップライブ-新しいお化粧！わたしのお披露目会- by SoraCh. ときのそらチャンネル on YouTube. Shown via YouTube; all rights belong to their owners.
