The streaming service developed its own font to better brand its appearance and save on licensing fees

Fans of the popular streaming service Netflix are as familiar with its logo as they are with the shows they love. Now the company is taking its look in a new direction with a custom typeface, Netflix Sans. Moving away from Gotham, Netflix worked with typeface design firm Dalton Maag to create the new font to brand itself. There are no details as to when Netflix will switch all of its type over to this new, proprietary font, but posters have been released of some of Netflix's most beloved shows redone in the new font.

As for the reason behind the switch, Netflix brand design lead Noah Nathan told It's Nice That that it's partially to have its own unique look, but also due to licensing: “With the global nature of Netflix’s business, font licensing can get quite expensive. Developing this typeface [also] created an ownable and unique element for the brand’s aesthetic.”

Netflix | Dalton Maag


Images: Netflix and Dalton Maag via It's Nice That

Fans of the popular streaming service Netflix are as familiar with its logo as they are with the shows they love. Now the company is taking its look in a new direction with a custom typeface, Netflix Sans. Moving away from Gotham, Netflix worked with typeface design firm Dalton Maag to create the new font to brand itself. There are no details as to when Netflix will switch all of its type over to this new, proprietary font, but posters have been released of some of Netflix's most beloved shows redone in the new font.