Netflix has changed things up for its five-year-old logo animation—which previously saw its “N” logo extruding against a white backdrop—that appears before its Originals series and movies.
Starting 1 February, Netflix will be featuring a fresh, more colorful rendition that embraces a movie theater black background, but with the same trademark Netflix audio.
Here, the brand’s iconic “N” projects towards the viewer and transforms into a kaleidoscope of colors. The vibrant transition was “inspired by the spectrum of stories, emotions, languages, fans and creators that collectively make up who we are as a brand,” explained Netflix inside a blog post, as well as the diversity of the media-services provider’s international audience.
In an exclusive interview with Fast Company, a Netflix spokesperson revealed that this project involving Netflix’s in-house design team and an independent creative agency was two years in the making.
The barcode visualization was inspired by the concept of turning Netflix’s show thumbnails on their sides, thereby mimicking records organized on a shelf.
Netflix hopes the change will “properly hype its own content,” and make viewers feel as though they are getting ready for a complete cinematic experience, instead of merely binging on shows.
SOME PERSONAL NEWS: Starting today there's a new logo animation before our originals. It shows the spectrum of stories, languages, fans, & creators that make Netflix beautiful — now on a velvety background to better set the mood.
And before you ask: no, the sound isn’t changing pic.twitter.com/itwYXRe6ZF
— See What's Next (@seewhatsnext) February 1, 2019