Sanrio Video

From the Audiovisual Identity Database, the motion graphics museum


Sanrio Video is the home video arm of Japanese company Sanrio, that was started in 1984. From 1984 to 2002, most videos were distributed by Nippon Columbia/Columbia Video.

1st Logo (1984-1997)

Visuals: On an orange gradient background with stars falling, there is a silver heart flipping toward the screen and then the heart shines. Then the background then changes to green, and two edges draw from the heart. The logo shines, and the background turns to black, and then the heart flashes into the Sanrio insignia in silver. The stars disappear, and the background turns red as the words "SANRIO VIDEO" slides in from the left and right sides, below the Sanrio insignia.

Technique: Analog computer animation.

Audio: A synth piano theme, with some sparkling sounds.

Availability: It appears on Sanrio videos from the 1980s and 1990s in Japan, such as the Hello Kitty series.

2nd Logo (1997-2007)

Visuals: On a black background, a series of hearts falling down. Then it fades to a marble background, and a series of hearts that rotate and flow that changes colors. Then the heart blows away, and we see the current Sanrio logo appears in white. Then it flashes and turns blue, and the words "VIDEO" or "DVD" fades in below the logo, and then a glow appears.

Technique: CGI.

Audio: A piano theme, with some strings, and some chimes.

Availability: It appears on Sanrio VHS and DVD releases from the 1990s and 2000s, such as the Hello Kitty series. Used in tandem with the next logo.

3rd Logo (October 2006- )

Visuals: On a blue gradient background, a pink ribbon draws from the screen. More hearts brightly flash, as more ribbons flow, and a pink heart appears from the screen, as lights flash around the screen. The screen fades to more shots as the heart turns into the Sanrio logo in light blue, and the background turns black.


  • Blu-rays and later DVD releases, have the logo enhanced to fit the 16:9 screen. The logo had also a more shiny 3D look.
  • A shortened version exists.

Technique: CGI.

Audio: A piano theme, with some whooshes.

Availability: Seen on Sanrio DVDs and Blu-rays since 2006. From its first year, the logo was used in tandem with the last logo.

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