If a brand is going to create a custom typeface, it should reflect a decent amount of its personality. The curved slant on the lowercase t’s ascender and the tall height of the i’s tittle are fun, cute and distinguish the typeface from other similar ones, but they’re the only true note of originality. Still, Netflix definitely could have incorporated a couple more typographic quirks into its design. The new typeface is also endearing, fresh and clean. It’s a simple yet effective tool for strengthening an identity, making the transition to Netflix Sans a great move.
L.N.: It’s hard to beat Gotham, but I’m a huge proponent of brands creating their own typefaces. The new typeface just wasn’t worthy of the change. The typeface should be able to adapt to various genres of film, and Netflix Sans only fits some genres such as drama or sci-fi. Besides economic reasons, I don’t see a need to switch from Gotham. Netflix’s new typeface feels like a knock-off version of Gotham. While the change isn’t radical, I think Netflix lost a little something with the transition to Netflix Sans.Ī.N.: No matter the weight, style or capitalization, Gotham remains consistently clean and modern, which makes it so popular. The letters are wide and tall, which is off-putting and impersonal, and the typeface lacks any special items that draw me in. The letters in Gotham are more rounded and compact, which makes the typeface more welcoming and visually appealing. For example, the way that the K in Gotham is formed, with the leg meeting the arm halfway up, adds more interest than the K in Netflix Sans where the leg and arm meet in the middle. But the solution Netflix came up with is clean, easy to read and has many different styles, fulfilling its purpose.Ī.H.: Gotham has a little bit more character to it. It doesn’t have the fun, rounded lower cases like Gotham, and it’s slightly more professional. Netflix Sans has similar features, but it’s a little more serious. Gotham is easy to read, good at different sizes and fun enough to engage viewers. It has nice, bubbly curves while balancing a serious and straightforward tone. I’m not sure if buzzwords like “cinemascotic curves” or “enhanced geometry” are merited for Netflix Sans, but the typeface certainly does its job in a modern way, just like Gotham. This typeface didn’t have to be bold and daring - it just had to adopt certain characteristics that Netflix is known for. Netflix Sans adopts these characteristics wholeheartedly. K.C.: Gotham is overused for good reason: It’s easily readable from large distances, and it’s a great display and text typeface. That being said, it looks like something I’ve seen before - almost like a crossover between Circular Air Pro, Gotham and Gordita.Īside from its economical merits, how does it compare to Gotham, the typeface it’s replacing? Lucy Naland: The typeface definitely fits within the Netflix brand, and I appreciate the subtle nods the type designers made to Netflix’s existing branding. While it’s clean and versatile, I expected Netflix to not play it safe and distinguish itself more. If I were to create an entirely new typeface, I would’ve made something that’s markedly different from what we’ve seen in the past.Īmy Nakamura: The slant in the lower case “t” was a nice touch on this typeface, but it doesn’t differentiate itself enough other than that. Netflix shouldn’t have bothered making a new typeface if this is what it came up with. AdvertisementĪnna Henderson: My first reaction was a yawn because this typeface is boring. The typeface is true to the brand it represents and is familiar to users even though it has its own quirks. But when I looked further, I thought the slight curves and cleanliness of the design were really clever. Kateri Gemperlein-Schirm: At first glance, the typeface reminded me of the standard Helvetica and Futura you see everywhere. Unfortunately, these characteristics are only glaring in its bold variants, leaving viewers with an average Helvetica copy. Kevin Camelo: I had high hopes for Netflix Sans since some of its design elements seemed inspired by the recently redesigned Netflix logo. What’s your first impression of Netflix Sans? Here’s what five Daily Orange designers have to say about the typeface. The typeface, Netflix Sans, will replace Gotham in a move that will avoid steep font licensing fees and build a stronger brand identity. Netflix unveiled a custom typeface to be implemented across its platforms Wednesday.
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