Netflix's New Typeface Aims to Cut Cost While Reflecting Cinematic Roots

Bespoke font was created in-house in partnership with Dalton Maag

Published On
Mar 21, 2018

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Streaming giant Netflix had a big debut today--but it wasn't the latest must-binge show. Rather, it unveiled its bespoke typeface, Netflix Sans.

As first reported by It's Nice That, the company dropped its go-to Gotham for the custom font, created in partnership with foundry Dalton Maag. It was inspired by both a desire to cut cost and make its brand identity more distinctive.

"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," Netflix Brand Design Lead Noah Nathan told It's Nice That.

Creation of the typeface takes into account practicality but also gives a nod to Netflix's cinematic roots--the slight dip atop the lowercase t, for example, is meant to evoke the cinemascopic curve of the brand's logo.

The font follows in the footsteps of other tech giants who have their own custom fonts, like Apple, Samsung and Google.

Ad Age reached out to Netflix for more info on the typeface, but a spokesperson declined to provide further information.

Check out It's Nice That for the deep-dive into the design thinking.