Monday, May 19, 2014

Netflix Introduces a New Logo on the Down Low

In the media materials for the second season of Netflix's heralded series "Orange Is The New Black", viewers noticed a new treatment of the company's logo.  The Netflix logo as shown in the media package is made up of unstroked, unshaded flat red letters on a white background.  The simple flat typography also allows the spacing to be closer and the name to seem more cohesive.  But some observers miss the classic Hollywood heraldry of the old shaded block letters.

And the other interesting facet of the new logo rollout is that no one will confirm if what we saw IS even a new company logo for Netflix.  After several corporations have recently been panned and excoriated for new logo treatments, perhaps Netflix is shy of committing to a new company logo.  If the reception is cool, they may have hedged their bets and will limit the use of the new logo for just Netflix original productions, and retain the old classic white on red logo for the overall subscription service.

Hunter Communications Original News Source:

Link to article:

Excerpt: "Netflix has a new logo, but you're forgiven if you didn't notice.

The video-rental service has quietly debuted new branding on recent trailers for "Orange is the New Black" and its other original series. It replaces the white, shadowed letters and red backdrop of Netflix's iconic logo with a cleaner look comprised of flat red letters against a white background. No big deal, right? Companies update their corporate logos all the time.

But here's the strange part: Netflix acts as if the new logo doesn't exist. The company did not respond to e-mails and phone messages from CNN seeking comment on the new look. They've ignored requests from other media outlets, too.

Nor has Netflix mentioned the new logo on its social media pages, its website or even its iconic red DVD envelopes, which continue to show the traditional branding.

What gives? Corporations typically make a big fuss when they tinker with an established logo. Witness Yahoo, which turned the rollout of its new logo in September into a monthlong event.

'Maybe Netflix is afraid that loyal customers will be disgusted by the new design, like what happened with the Gap a few years back, so they'd like to pass the baton from one logo to another slowly and quietly,' wrote Mark Wilson for Fast Company. 'Or maybe Netflix just isn't all that organized and hasn't made a decision as to what it's doing yet.'"

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