Brand profile

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Netflix
Brand DNA

Netflix

Netflix is a streaming service that commissions and distributes film and series worldwide, released on its own schedule rather than a broadcaster's.

56%
Background#141414
22%
Surface#221F1F
12%
Text#F5F5F1
6%
Primary#E50914
4%
Secondary#564D4D
Typography
Aa
Netflix SansDisplay · Bold & expressiveNetflix SansText · Sharp & flat

Heavy condensed headings on black, small tight body copy. Title art always outranks typography.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

call a film or a series content

spoil a plot point in promotion

promise a title that is not licensed in that country

Never says
content librarysubscriber churnconsumptionassets
Sounds like this

One more episode. We are not judging.

Casual, quick and close to how people talk about what they watched. Never corporate about stories.

Audience

People deciding what to watch tonight, in any country, on any screen.

Loves

+Stories from everywhere, not just Hollywood

+Watching on your own schedule

+Backing a creator's vision

Loathes

×Adverts interrupting a story

×Cliffhangers held hostage by a schedule

×Calling a film content

The hill it
would die on

People will watch a story from anywhere if it is good enough.

DensityDense
AlignmentLeft
MotionLively
AddressInformal
Netflix · brand DNA at a glance 10 of 12 traits
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