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Netflix
Branding

Role: Designer
Studio: Gretel

Netflix is the world’s leading internet entertainment service with 125 million members around the world. As they quickly grew to operate in over 190 countries they wanted to expand their brand.

This involved designing a monogram to serve as a simplified expression of the word mark and unifying all social, digital, print, out of home and motion assets with a set of global style guides.

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The Symbol

The N symbol represents the continuous stream of content Netflix produces and how it connects people with stories. It’s simple, inspiring and builds on the love that exists for the current logo. 

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The Stack

The Stack is an endless, living catalog of shows and movies. As a system behaviour it is simple – it's built of uniformly sized cards. Cards can contain almost anything, from messaging and footage, to graphic crops of the symbol. By layering these simple individual elements, we’re able to compose endless variations, whether it's in motion or static, the catalog feels infinite, expansive. Volume can be dialed up or down as needed.

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Cropping The Symbol

The symbol can be used to raise the “brand volume” when space, size, or time allows. Cropping the symbol into key art can add texture to any composition.

When the symbol is used with imagery of talent, it should be used at full bleed. Top and bottom bleeds should be used more sparingly, but when used can  can be used to frame messaging.

 
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Brand Volume

 
 
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Global Rollout

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Credits

Executive Creative Director: Greg Hahn
Creative Director: Ryan Moore
Head of Production: Dina Chang
Art Director: Nichole Sokoloff
Designers: Andy Keating, Dylan Mulvaney,
Nichole Sokoloff, Adam Brandon
Animators: Andrew Brown, David Nelson, Brandon Kennedy
Producers: Haley Klatzkin