Creating a moving brand that defined an era of entertainment
As their business underwent a fundamental change from DVD delivery to digital streaming, Moving Brands partnered with Netflix to redefine their brand and positioning.
Partnering with their global brand team, we redesigned their identity system to work on screen, across devices large and small, in motion, sound (ta-dum!) and interaction. Our digital-first logo simplified the overall form and introduced shadows in motion applications, replacing the original drop shadow.
In reinventing the logo, we undertook a deep exploration using light and motion to show how it could be backlit with colour, come up over the horizon and more, as well as producing multiple concepts for the ‘N’ symbol and a supporting brand narrative, which included the now-famous phrase, “what’s next?”
Netflix’s new identity has stood the test of time – first introduced in 2014 and still going strong. We’re incredibly proud to have played such a foundational role in the emergence of an identity that has defined a new era of entertainment.
