The Heart of Hidden Power

This brand refresh is about tuning into the core of what makes Hidden Power special: community.

From the beginning, Unown has been at the heart of Hidden Power. Each Unown is its own Pokémon, but when they come together they form something bigger: an ancient force that is mysterious, powerful, and beautiful.

That's how we've always thought about this community. We all have something unique to bring to the table, and Hidden Power is where we can come together to share it. It’s the home for Pokémon discussion, where different perspectives, ideas, and theories can become conversations that none of us could have had on our own.

And that same idea has always existed at the core of Pokémon.

Pokémon is all about choice. Our choices give us favorites, make our adventures feel unique, and allow us to form connections with little digital creatures that we carry with us long after we've put the games down. While those choices might make our experiences and play throughs different, it's the love we develop for Pokémon along the way that continues to bring us together.

The first choice in every mainline Pokémon game is your starter. And for over 30 years, that choice has come down to three familiar types: fire, water, and grass.

In the past, Hidden Power has used red as the foundation of our brand identity. But as a channel dedicated to building the best community of Pokémon fans on the planet, we thought it was time to make room for a little more.

Red, blue and green represent where Pokémon began, the choices we've made along the way, and the different generations of fans that have found a home in our community. Whether your first partner was Charmander, Piplup, or Grookey, there's a place for you here at Hidden Power.

As we head into what we believe will be the biggest year in the history of the channel, we wanted an identity that better reflects the community that's gotten us here.

Hidden Power has never been Dusty's, Soul's, Lumi's or Hoops' - it belongs to all of us.