Through the countless hours of must-see content–from the recent Bandersnatch to the hit Stranger Things–we’re all quite familiar with Netflix‘s logo animation that appears before every Originals programming: an embossed version of Netflix in all caps, followed by its logo in red on a white background.
The streaming service has now unveiled a refreshed version of the intro graphics, which will be implemented on Originals shows and movies premiering on or after February 1. The updated branding depicts a ribbon version of its recognizable letter “N” zooming into kaleidoscope of colors. A spokesperson for Netflix told Fast Company that the barcode visualization came from “the idea of turning Netflix’s own show thumbnails sideways, like records on a shelf.”
The process took two years for the company’s in-house design team and an external agency to complete. The aim is to put Netflix’s viewing experience and content on par with HBO and other movie studios, and mimic the theater-going sense of walking through the concourse–as opposed to just binging one show to the next. Netflix will however keep the original sound from its previous visuals.
SOME PERSONAL NEWS: Starting today there’s a new logo animation before our originals. It shows the spectrum of stories, languages, fans, & creators that make Netflix beautiful — now on a velvety background to better set the mood.
And before you ask: no, the sound isn’t changing pic.twitter.com/itwYXRe6ZF
— See What’s Next (@seewhatsnext) February 1, 2019