Streaming giant, Netflix, has developed its own custom font, Netflix Sans. This brings Netflix into a league of big technology companies with their own custom fonts Apple (San Francisco), Samsung (SamsungOne), Google (Roboto and Product Sans) and Microsoft (Segoe). Netflix previously used Gotham font, but chose to create its own font to create a unique identity, and because licensing Gotham for all Netflix’s international marketing campaigns was getting expensive. The font will save the company “millions of dollars a year”.
According to Netflix brand design lead Noah Nathan, the move away from Gotham and to creating a bespoke font was driven by escalating costs and the ability to make the identity more “ownable”.
“With the global nature of Netflix’s business, font licensing can get quite expensive,” Noah says. “Developing this typeface [also] created an ownable and unique element for the brand’s aesthetic.”
The typeface was created with both display aesthetics and more pragmatic functionality in mind, the uppercase proportions designed to appear “cinematic” and the lowercase proportions “compact and efficient”. Noah describes the letterforms as clean and neutral, “an approachable geometric grotesque”, eliminating excess and “favouring art over distraction”. The arched cut on the lowercase “t” is apparently inspired by the “cinemascopic curve” of the brand’s wordmark. Netflix Sans comes in different weights including regular, light, thin, medium, bold and black.
Credit : It’s Nice That
Picture Credit : Google
