# Bespoke Brand Fonts Netflix Has Just Unveils Its Proprietary 'Netflix Sans' Custom Font By Justin Lam | Published 2018-03-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/netflix-sans References: [theverge](https://www.theverge.com/2018/3/21/17147170/netflix-sans-custom-font-typeface) & [adweek](http://www.adweek.com/creativity/netflix-created-a-clean-custom-font-that-could-save-the-company-millions/) Brands like Intel, Nokia, GE, [Samsung](https://www.trendhunter.com/trends/netflix-4), Apple, [Google](https://www.trendhunter.com/trends/justgooglefont) and Airbnb all utilize bespoke fonts and now [Netflix](https://www.trendhunter.com/trends/netflix-now-popping) 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. Image Credit: Netflix ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 31% | Activity: 47% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Bespoke Brand Fonts:** The trend of brands creating custom fonts to enhance their branding and own a unique element for their aesthetic. - **Proprietary Typeface:** The trend of companies developing their own exclusive typefaces to distinguish their brand identity and reduce licensing costs. - **In-house Design Teams:** The trend of brands utilizing their own internal design teams for creating custom fonts and maintaining creative control. ### Sectors Adopting This - **Design and Branding:** Opportunity for design agencies and branding firms to offer bespoke font creation services to help companies establish a unique visual identity. - **Type Foundries:** Opportunity for type foundries to collaborate with brands in creating exclusive, proprietary typefaces to meet the demand for customized branding solutions. - **Digital Marketing:** Opportunity for digital marketing agencies to leverage the impact of unique custom typefaces in branding and marketing campaigns for clients. ## Related on Trend Hunter - [AR-Ready Typefaces](https://www.trendhunter.com/trends/ar-one-sans.md) - [Quirky Snack-Inspired Fonts](https://www.trendhunter.com/trends/cheetos-other-hand-font.md) - [Font-Personalizing Website Tools](https://www.trendhunter.com/trends/fontonic.md) - [Instant Noodle-Crafted Fonts](https://www.trendhunter.com/trends/times-new-ramen.md) - [Minimalist Logo Rebrands](https://www.trendhunter.com/trends/sandisk-logo.md) - [Innovative Typeface Collections](https://www.trendhunter.com/trends/sharp-type.md) - [Streaming Service Snack Ranges](https://www.trendhunter.com/trends/netflix-now-popping.md) - [Safety-First Car Typefaces](https://www.trendhunter.com/trends/volvo-centum.md) - [Updated Modern Technology Logos](https://www.trendhunter.com/trends/nokia-logo.md)