Netflix unveiled a custom typeface to be implemented across its platforms Wednesday. The typeface, Netflix Sans, will replace Gotham in a move that will avoid steep font licensing fees and build a stronger brand identity.

Here’s what five Daily Orange designers have to say about the typeface.

What’s your first impression of Netflix Sans?

Kevin Camelo: I had high hopes for Netflix Sans since some of its design elements seemed inspired by the recently redesigned Netflix logo. Unfortunately, these characteristics are only glaring in its bold variants, leaving viewers with an average Helvetica copy.

Kateri Gemperlein-Schirm: At first glance, the typeface reminded me of the standard Helvetica and Futura you see everywhere. But when I looked further, I thought the slight curves and cleanliness of the design were really clever. The typeface is true to the brand it represents and is familiar to users even though it has its own quirks.

Anna Henderson: My first reaction was a yawn because this typeface is boring. Netflix shouldn’t have bothered making a new typeface if this is what it came up with. 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.

Amy 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. While it’s clean and versatile, I expected Netflix to not play it safe and distinguish itself more.

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. That being said, it looks like something I’ve seen before — almost like a crossover between Circular Air Pro, Gotham and Gordita.

Aside from its economical merits, how does it compare to Gotham, the typeface it’s replacing?

K.C.: Gotham is overused for good reason: It’s easily readable from large distances, and it’s a great display and text typeface. Netflix Sans adopts these characteristics wholeheartedly. This typeface didn’t have to be bold and daring — it just had to adopt certain characteristics that Netflix is known for. 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.

K.G.: Gotham is a fun typeface. It has nice, bubbly curves while balancing a serious and straightforward tone. Gotham is easy to read, good at different sizes and fun enough to engage viewers. Netflix Sans has similar features, but it’s a little more serious. It doesn’t have the fun, rounded lower cases like Gotham, and it’s slightly more professional. Netflix Sans could never replace Gotham. But the solution Netflix came up with is clean, easy to read and has many different styles, fulfilling its purpose.

A.H.: Gotham has a little bit more character to it. 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. The letters in Gotham are more rounded and compact, which makes the typeface more welcoming and visually appealing. Netflix Sans is too clean. The letters are wide and tall, which is off-putting and impersonal, and the typeface lacks any special items that draw me in. While the change isn’t radical, I think Netflix lost a little something with the transition to Netflix Sans.

A.N.: No matter the weight, style or capitalization, Gotham remains consistently clean and modern, which makes it so popular. Netflix’s new typeface feels like a knock-off version of Gotham. Besides economic reasons, I don’t see a need to switch from Gotham. 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. The new typeface just wasn’t worthy of the change.

L.N.: It’s hard to beat Gotham, but I’m a huge proponent of brands creating their own typefaces. It’s a simple yet effective tool for strengthening an identity, making the transition to Netflix Sans a great move. The new typeface is also endearing, fresh and clean. Still, Netflix definitely could have incorporated a couple more typographic quirks into its design. 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. If a brand is going to create a custom typeface, it should reflect a decent amount of its personality. Although Netflix is better off using this new typeface, it feels more like a Gotham substitute than a Netflix original.

What does this mean for Netflix’s brand identity moving forward?

K.C.: Akin to how users reacted to Apple’s transition from Helvetica to San Francisco as its primary typeface, Netflix users likely won’t notice the change in type. Do I blame Netflix for taking the safer route with its brand identity? Not at all. Netflix went bold with its logo redesign, and it’s now time for the company to focus on how the brand will continue to thrive. In this way, Netflix Sans is a great way to transition users comfortably into a new era of Netflix, with original programming at its core.

K.G.: This won’t make a big difference for Netflix’s brand in the future. The service has been successful so far, and its purpose is to provide people with entertainment. I don’t think a typeface will change that, even if it’s a pretty one. But if Netflix takes it a step further and redesigns completely, it could be a really good thing. It would be cool to see the company do something fresh and modern.

A.H.: I hope this doesn’t mean a lot for Netflix’s brand identity in the future. Netflix is a massive corporation that can afford to take some risks, especially in something as low-impact to the average consumer as a typeface. I would love to see Netflix create something more interesting with its design and inject more life into its brand.

A.N.: I love Netflix’s original logo and other branding symbols, and I hope it keep those aspects in its future designs. With Netflix Sans, I feel like the change is so subtle that it shouldn’t affect the service’s current and future actions. The new typeface isn’t innovative, but it’s functional and shouldn’t hurt Netflix’s identity moving forward.

L.N.: It’s exciting to see another tech company integrate an original typeface into its brand. Still, Netflix is going to have to get extra creative if it plans on heavily featuring this typeface in marketing and promotional materials moving forward. The example cards for shows like “Stranger Things” and “Icarus” look great, but the rest leave something to be desired. Netflix Sans can look a little basic, particularly at lighter weights. I’m interested to see how the design team varies type treatments across the brand so it doesn’t get boring or repetitive.

Published on March 22, 2018 at 10:52 am