Netflix Visual Identity Rebrand
The brief for this project required the creation of a new visual identity system for either the Discovery Channel, Netflix, the Food Network or eNca. The rebrand consists of the design of a new logo, four idents, a schedule filler, a ticket tape and an app, with the aim of successfully applying the branding across the various mediums. I chose to rebrand the visual identity for Netflix.
After researching the Netflix brand and brand values there were two aspects that caught my attention. Firstly, that Netflix prides itself not only on the diversity and variety of their content, and secondly that they care about creating a personalized experience for their viewers.
I used these to values as the foundation of my concept for the rebrand. The main aspects of my rebrand is using sound and personal videos to create a diverse and personal viewing experience.
THE LOGO
The final Netflix logo has been designed with a dropshadow to ensure that the logo will always be visible on screen. After testing the logo in different colours and colour backgrounds it was clear the logo works best as a white logo, which can be used on any background.
Logo Animation
IDENTS
To create a more personalized experience for viewers Netflix will randomly select video from the viewers cloud storage and use it for the 10 second ident that plays before users start watching their show or movie.
As a way of showcasing the various genres Netflix has and to get viewers in the mood for the show or movie they are about to watch, each genre has a specific soundtrack. Sound and music play a big role in our everyday lives and has to ability to influence how we experience what we see on screen. For example playing a suspenseful track can have viewers on the edge of their seat anxiously waiting for something to happen. Each genres soundtrack will be played together with the randomly selected video pulled from a viewer’s cloud storage.
IDENT 1 - Action & Adventure
Video uploaded to Pexels by Cottonbro – copyright free
Music uploaded to YouTube by Alex Lisi – royalty free
IDENT 2 - Children & Family
Video uploaded to Pexels by Pressmaster – copyright free
Music uploaded to YouTube by Music4Video – royalty free
IDENT 3 - Comedy
Video uploaded to Pexels by Pressmaster – copyright free
Music uploaded to YouTube by Free Vibes – royalty free
IDENT 4 - Crime
Video uploaded to Pexels by Taryn Elliot – copyright free
Music uploaded to YouTube by RealTunesStudio – royalty free
IDENT 5 - Drama
Video uploaded to Pexels by Taryn Elliot – copyright free
Music uploaded to YouTube by Whitesand – royalty free
IDENT 6 - Horror
Video uploaded to Pexels by Free Videos – copyright free
Music uploaded to YouTube by Vivek Abhishek – royalty free
IDENT 7 - Romance
Video uploaded to Pexels by Yaroslav Shuraev – copyright free
Music uploaded to YouTube by AShamaluevMusic – royalty free
IDENT 8 - Thriller
Video uploaded to Pexels by Pressmaster – copyright free
Music uploaded to YouTube by Music4me – royalty free
Netflix Pause Screen
As Netflix is a streaming service there is no use for a ticket tape, thus I redesigned the pause screen for Netflix.
The concept for the pause screen is for it to interactive and provide users with additional content that they can view. Drawing inspiration from Amazon Prime’s X-RAY feature, the pause screen gives viewers access to information about the show.
Tabs that provide information about the show as a whole will be the tabs for Actors, Characters and Trivia. Tabs that provide episode specific information will be Music - providing viewers with a list of all music used in that episode and Bonus Content – providing viewers with bloopers and cutscenes from that episode. The tab for Similar Shows provides viewers with a list of recommended shows or movies based on the show or movie you are currently watching.
Netflix Up Next
As Netflix is a streaming service and users can pick what they want to watch next there is no use for a schedule filler, thus I redesigned the ‘up next’ screen for Netflix.
The concept for the Up Next screen is to have Netflix again play video pulled from the viewer’s cloud storage in the background while they wait for the next episode to start. Viewers are also given the option to select something else from their list if they wish to watch something else.
Video uploaded to Pexels by Cottonbro – copyright free
Netflix App
The main goal for the app was to successfully place the new Netflix branding on a variety of mediums not redesigning the app. When users open the app the top part of the screen will show the Netflix logo with the viewer’s own video once again playing in the background, effectively showing the Netflix branding.
The rest of the app mostly resembles the existing app with exceptions to the tab for TV Shows, Movies and My List and the card design for Continue Watching.
Colour and Typography
