MUMBAI: Over-the-top (OTT) giant Netflix has moved from Gotham typeface to Netflix Sans, its newly developed font, for its logo. The new font is aimed at serving both display and functional purposes but most, importantly, to save the company millions of dollars a year.
The newly developed font will be used by Netflix across its platform and for brand identity. It was developed in-house at Netflix and designed in partnership with fount foundry Dalton Maag. The new logo is written in a custom-made typeface.
Earlier, Netflix was using Gotham, a widely used font in the entertainment industry. Because of Netflix’s global nature, licensing for typeface could get quite expensive. Besides, the new typeface has created a unique element for the brand’s aesthetic.
“The clean and neutral lines give without taking, favouring art over distraction, and eliminating excess. The arched cut on the lowercase “t” is discreetly inspired by the cinemascopic curve that is so iconic to the brand’s wordmark and symbol,” one of the design leads, Noah Nathan, wrote on his website.
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