Kawaii Computing: what VTubers can teach us about design

Cuteness has power, and its impact is more significant than ever.

A VTuber-ified version of the UX Collective designed by Daley Wilhelm. Of course I had to use sparkles.

Recently, designers on the platform formerly known as Twitter flexed their skills and turned typically stoic brands into something a bit… cuter. Inspired by the design language of VTuber logos, sober industry mainstays like iBuyPower and Facebook were turned into kawaii, whimsical icons.

The VTuber version of the Pizza Hut logo by Aisu Asai. Image from — https://x.com/AisuAsai/status/1780118754590179702

This trend was kicked off by an ice cream-themed VTuber named Aisu Asai when she posted a marketed departure from her usual VTuber asset commissions and uploaded a cute, parody version of the Pizza Hut logo. The post blew up, currently enjoying some 13 million views and countless replies with VTuber versions of other company logos. This garnered the attention of some brands in question, which then produced their own updated logos or asked to be VTuber-ified themselves.

The kawaii version of the Google logo as designed by StefanusHandy Design. Image from — https://x.com/stefanushendy98/status/1793272385241854286

This viral trend speaks to both the proliferation of VTubers and their unique design language as well as the power of “kawaii computing.”

What are VTubers?

Amelia Watson, a VTuber personality associated with the VTuber agency Hololive. Some VTubers are part of agencies while others are independent. Image from — https://hololive.hololivepro.com/en/talents/watson-amelia/

VTubers are virtual influencers, the term coming from “virtual YouTuber.” Rather than filming themselves in live action, VTubers are animated characters “piloted” by a personality. A VTuber is not limited to any one style or platform, but in the current zeitgeist a typical VTuber is an anime-inspired character with a specific theme (ice cream, sharks, mythical creatures, fruits, etc) who streams interactively. Elaborately designed VTubers have become a staple of platforms like Twitch and YouTube, and each faces the challenge of differentiating themselves from other VTubers. This is why their logo designs are so crucial.