Netflix, by Gretel

Founded in 1997, Netflix is the streaming media service that now serves more than 65 million users in more than 50 countries worldwide and growing. New York-based Gretel were tasked with creating an identity that would connect everything the Netflix brand touches. The result is one of the strongest and most comprehensive identities of recent times.

Netflix logo crop

Netflix box set

“Our solution: The Stack, a visual metaphor and an identity system in one. It implies both the infinite, ever-changing catalogue and the custom-curated selections that make up the core of the Netflix service.”

Netflix icons

Netflix identity

Client: Netflix
Strategy: Gretel
Design and animation: Gretel
Typefaces: Gotham Bold, Gotham Book

Netflix billboards

See a lot more of the case study on the Gretel website, with a few more words from the designers on Fast Company.

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