The “Ribbon N”

In 2016, I add the opportunity to lead Netflix redesign of its app icon.

It was the the second major step in Netflix branding evolution after the redesign of its logo in 2014 and a very necessary one: the Netflix logo is a horizontally oriented affair. That may look great on a DVD cover or a website, but it plays badly on mobile devices or in a space that is supposed to quickly convey a corporate identity on Twitter or Facebook.

The new "N" we developed is vertical in format. The folded ribbon look conveys a sense of a film strip (or a red carpet) without being too literal for a company focused on video streaming. And a slight curve in the N echoed the look of the logo.

Results: rebranding is always a risky move, but this one was a success that survived the test of time and the new icon is seen and tapped on by 100s of millions of people across the world every single day.