IPR Assignment-1

Compiled by- Maleka & Rishabh Kumar

Assignment brief- Tracing the evolution of the logo and redesigning it into
contemporary context
American Entertainment company

Founded by Reed Hastings and Marc

Randolph on August 29 ,1997

Provides streaming media and video-on-

demand online and DVD by mail

Expanded into film and television

production as well as online distribution

Headquartered in Los Gatos, California

Netflix services are operated in 190 countries

LOGO EVOLUTION
 Original Emblem- Netflix
1997-2000
The very first logo Netflix’s had when they
started off was a very generic black text logo
with the title Netflix.com with the Netflix
logo split into “Net” and “Flix” with a circle
spiral in the shape of a film reel

Looking at the logo, it’s clear the logo wasn’t

a good representation of their company and
meaning is besides being movie/TV show
Rental Company. The logo is just simple
black text with the word split in half to try
making it appealing for those who can
recognize it, the company and its meaning.

The only thing that can show the company’s

meaning is the film reel but even that isn’t
enough.
2000-2014
The Netflix Second Logo Design has a red
background and a white font and black stroke
with the font. The font design in the Netflix logo
appears to be “Graphique” as the logo has a
thick design on the right side of the text/letters
giving it a 3D look to make it stand out.

The bottom of the logo .has a semi-

circle curve as the N and X are longer but
the text becomes a bit shorter until it
reaches the middle letter F. The idea for the
curve could have been taken the previous
logo where the curved used for the film reel
to split the Netflix word.
2000-2014 The Logo drops the White and
Black “Graphique” font and went for a different
font and used it’s trademark red colour as the
Font’s colour. With that colour, the red
background was dropped in favour of a white
and/or transparent background. But the semi-
circle curve on the bottom was still kept for the
next logo
. of the typographic
The logotype is reminiscent
style in vintage movie posters, as well as the
iconic Hollywood sign that is placed in the hills
above Los Angeles

The red colour in the Netflix logo represents

passion, energy and joy – whereas the white
and black colour stands for integrity, elegance
and purity of the company’s products.
 Changes and Evolution
Shape
Original logo was an oval shaped strip of
film curled around the world “Net” and
followed by the word “Flix”
Company -started offering its service on
the website, they added “.com” to the end
of the Netflix logo
The next change to the shape occurred in
2000 when the company switched to a
rectangle. It just included the word
“Netflix” as a line with the bottom edges
of the letters forming a concave curve.
This was later streamlined in 2014 when
the outer rectangle was removed to
create the current Netflix new logo
Colour
The old Netflix logo used a black and
purple colour scheme. Starting in 2000,
the company rebranded with a
signature shade of red
The new logo first looked like a red
rectangle with white letters that had a
thick black outline. In modern times,
.
the logo removed the black outline and
red background
It is now a simpler colour scheme of
plain red text on a white background.
It’s a similar shade the YouTube
logo chose for the purpose of drawing
more attention to their services
Competitor Brands
HULU

The name Hulu means as the holder of precious

things. It literally translates to "gourd", and in
ancient times, the Hulu was hollowed out and
used to hold precious things. The
.
secondary meaning is "interactive recording".

Simple Text written with serif fonts

Amazon Prime Instant video

Amazon logo is text based indicating an

arrow from A to Z which. shows that it sells
everything from A to Z and also represents
customer's smile
The YouTube logo can be divided into two features. The
first feature sees ‘You’ written in black whereas ‘Tube’ is
bounded by a red rounded rectangle distinguishing it
from the first one. The company’s slogan “Broadcast
Yourself", can be seen beneath the two logo features
Depiction of movie reel which is highly
significant letting the views know about it
.
being a channel for movies as well as TV shows
The main reason to choose such a successful and growing brand was that being a brand where there is so
much happening and it being so famous worldwide, the logo was very simple and just text with no visual
context.
Mood board- Emotions and Diversity
Colour Palate
OLD NEW
For the re-designed logo, its a little more dynamic and the colour palette represents emotions, energy, fear whereas
chaotic letters and the thick and thin lines representing how different diversities share the same brand with no barriers.
Applications
 References
Logopedia. 2018. Netflix | Logopedia | FANDOM powered by Wikia. [ONLINE] Available at: http://logos.wikia.com/wiki/Neflix.

Logo Realm | The Ultimate Company Logo Database. 2018. Logo Realm | The Ultimate Company Logo Database. [ONLINE] Available
at: https://logorealm.com/.

Nxtbook Media. 2018. Learning from Netflix's New Logo Design • Nxtbook Media. [ONLINE] Available
at: https://www.nxtbookmedia.com/blog/learning-netflixs-new-logo-design/.

UnderConsideration. 2018. Brand New: New Logo for Netflix. [ONLINE] Available
at: https://www.underconsideration.com/brandnew/archives/new_logo_for_netflix.php.

Marketing91. 2018. Top 11 Netflix Competitors - Competitor analysis of Netflix. [ONLINE] Available at: https://www.marketing91.com/netflix-
competitor-analysis/.