Brands like Intel, Nokia, GE, Samsung, Apple, Google and Airbnb all utilize bespoke fonts and now Netflix is joining its ranks with the unveiling of Netflix Sans. The new custom proprietary typeface was created by the company's in-house design team with help from the type foundry Dalton Maag. Netflix Sans will be the main typeface used in all future branding and marketing for the company, and is both an incredible branding and economical move.
The design of Netflix Sans is meant to serve "both display and functional purposes," which now allow the brand to reduce licensing costs, while also owning a unique element for the brand's aesthetic. Elements of the original 1997 logo and 2014 update were used in the creation of this font. Netflix Sans currently comes in six varieties ranging from thin to black.
Bespoke Brand Fonts
Netflix Has Just Unveils Its Proprietary 'Netflix Sans' Custom Font
Trend Themes
1. Bespoke Brand Fonts - The trend of brands creating custom fonts to enhance their branding and own a unique element for their aesthetic.
2. Proprietary Typeface - The trend of companies developing their own exclusive typefaces to distinguish their brand identity and reduce licensing costs.
3. In-house Design Teams - The trend of brands utilizing their own internal design teams for creating custom fonts and maintaining creative control.
Industry Implications
1. Design and Branding - Opportunity for design agencies and branding firms to offer bespoke font creation services to help companies establish a unique visual identity.
2. Type Foundries - Opportunity for type foundries to collaborate with brands in creating exclusive, proprietary typefaces to meet the demand for customized branding solutions.
3. Digital Marketing - Opportunity for digital marketing agencies to leverage the impact of unique custom typefaces in branding and marketing campaigns for clients.