(Est. 1997) “Netflix is the world’s leading Internet television network with over 44 million members in more than 40 countries enjoying more than one billion hours of TV shows and movies per month, including original series.”
Netflix needed a brand through-line: a conceptual and visual thread to connect everything. Our challenge was to create something broad enough for a global brand but still unique and identifiable. To create something variable yet systematic and bulletproof. It had to be visually striking, adapt to any format, and hold up to interpretation by agencies and vendors around the globe.
The 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.
“The big challenge was unifying everything. They’re really successful, obviously, but the brand itself was a little fractured because they were working with partners and agencies around the word,” explains Gretel Creative Director Ryan Moore. “They had the logo and some basic text guidelines, but due to the sheer growth, they couldn’t oversee digital, print, trailers, and social media. What they needed was an idea to stitch everything together—a conceptual approach—but certainly a visual system all these agencies could look at and adapt to any format they needed to.”
The new logo is available exclusively on the Orange is the New Black season 2 trailer and nowhere else on any of Netflix’s digital domain.
“How many engineers does Microsoft have?” Page asked. Page was told Microsoft had about 25,000 engineers. “We should have a million,” Page said.
They never think small!
That kind of restless ambition was on display as Larry Page and co-founder Sergey Brin announced a massive reorganization of Google. When the process is complete, Google will become a subsidiary of a new company called Alphabet, which will be a holding company for a variety of ambitious ventures undertaken by Brin and Page. Larry Page is stepping down as CEO in favor of a relative unknown, Sundar Pichai.
Google’s new CEO is Sundar Pichai, who has been at the company since 2004. Last year, a management shakeup made him Larry Page’s top deputy. Pichai has managed a number of Google products over the past decade. He was an early leader of Google Chrome, which was launched in 2008 and has become the world’s most popular web browser.
Page will be the CEO of Alphabet, and Brin will be its president. Page hopes the reorganization will allow him and Brin to focus on the big picture. But their announcement isn’t very clear about what exactly that means.