![]() Noah describes the letterforms as clean and neutral, “an approachable geometric grotesque”, eliminating excess and “favouring art over distraction”. The typeface was created with both display aesthetics and more pragmatic functionality in mind, the uppercase proportions designed to appear “cinematic” and the lowercase proportions “compact and efficient”. "Developing this typeface created an ownable and unique element for the brand’s aesthetic.” “With the global nature of Netflix’s business, font licensing can get quite expensive,” Noah says. ![]() ![]() According to Netflix brand design lead Noah Nathan, the move away from Gotham and to creating a bespoke font was driven by escalating costs and the ability to make the identity more “ownable”. Netflix has unveiled a new custom typeface to be used across the streaming platform’s brand identity, developed by the in-house design team in partnership with foundry Dalton Maag.
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