Netflix

Our collective challenge was to create something broad enough for a global brand but still unique and identifiable. It had to marry the brand with the content. It had to be 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.

Motion-Identity | Branding | Visual Identity | Brand Guidelines

The Stack

Gertel: Our solution: The Stack, a visual metaphor and identity system in one. It implies both the infinite, ever-changing catalog and the custom-curated selections that make up the core of the Netflix service.

The Symbol

Transcending language and culture, the N represents connection and a never-ending stream of stories to members. Simple and iconic, it instantly sparks brand recognition

Building a Brand Hub

The brand guide gives partners all over the world a central hub for voice and style guidelines, examples and digital assets. It’s comprehensive but succinct. The focus is on showing examples rather than running down the rules. Users can get a quick view at a glance or drill deeper for specifics