Netflix has unveiled a new custom typeface to be used across the
streaming platform’s brand identity, developed by the in-house
design team in partnership with foundry Dalton Maag. According to
Netflix brand design lead Noah Nathan, the move away from Gotham
and to creating a bespoke font was driven by escalating costs and
the ability to make the identity more “ownable”.
“With the global nature of Netflix’s business, font licensing can
get quite expensive,” Noah says. “Developing this typeface not
only created an ownable and unique element for the brand’s
aesthetic…but saves the company millions of dollars a year as
foundries move towards impression-based licensing for their
typefaces in many digital advertising spaces.”
I don’t love it, but it does feel Netflix-y.