Netflix's visual identity represents company's outlook on the future

In January, Reed Hastings, Netflix CEO, announced that his company became available in 130 new countries, including some very lucrative markets such as Russia, India and South Korea. With global expansion, Netflix needed a universal visual identity that could grown along with the brand and be equally effective in Times Square, Champs-Elysees, in print, on a smartphone or a TV screen.

As a result, Gretel, New York-based creative studio, came up with The Stack, a visual identity system composed of same-size content cards whose never-ending and ever-changing characters are representative of Netflix's two core value propositions: selection and curation.

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