Netflix (Est. 1997) is the world’s leading Internet television network with over 44 million members in more than 40 countries enjoying more than one billion hours of TV shows and movies per month, including original series. Netflix needed a brand through-line: a conceptual and visual thread to connect everything. The challenge was to create something broad enough for a global brand but still unique and identifiable. To create something variable yet systematic and bulletproof. It had to be visually striking, adapt to any format, and hold up to interpretation by agencies and vendors around the globe.
The solution: The Stack, a visual metaphor and an identity system in one. It implies both the infinite, ever-changing catalogue and the custom-curated selections that make up the core of the Netflix service.
Gretel Creative Director Ryan Moore explains, “The big challenge was unifying everything. They’re really successful, obviously, but the brand itself was a little fractured because they were working with partners and agencies around the word. They had the logo and some basic text guidelines, but due to the sheer growth, they couldn’t oversee digital, print, trailers, and social media. What they needed was an idea to stitch everything together — a conceptual approach — but certainly a visual system all these agencies could look at and adapt to any format they needed to.”
The new logo is available exclusively on the Orange is the New Black season 2 trailer and nowhere else on any of Netflix’s digital domain.