“Netflix is the world’s leading Internet television network with over 81 million members in over 190 countries enjoying more than 125 million hours of TV shows and movies per day, including original series, documentaries and feature films. Members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.”
"We are introducing a new element into our branding with an N icon. The current Netflix logo will still remain, and the icon will start to be incorporated into our mobile apps along with other product integrations in the near future," a spokeswoman for the company told CNBC via email.
Images (opinion after)
To be clear from the beginning: This "N" does NOT replace the full Netflix logo; it's a secondary icon. Also to get something out of the way from the beginning: I don't understand why Netflix refuses to properly notify changes to its identity. It took them more than a year to acknowledge they changed from the drop shadow logo to the new one and with this "N" icon instead of issuing a single press release they are replying to each Twitter comment or Facebook post confirming that this doesn't replace the logo. Anyway… the new "N" icon is specifically made for social media avatars/icons and perhaps eventually even the app icon. The "N" has the same condensed structure as the one in the logo and echoes the baseline curvature of the wordmark with an accentuated curve on the bottom of the "N". So far so good. Then, they added a ribbon-like effect on the "N". It's not that it's bad but it's so gratuitous as to be completely meaningless and it's not that it has to tell a story but it's such a visually strong statement that I wish it stood for something or that it helped further the brand somehow. It doesn't hold it back in any way and it's pretty to look at but, again… why? Nonetheless, as a shorthand for Netflix to be recognizable at small sizes it works and as long as they keep adding great content to binge on, they can ribbon-ize the whole UI if that's what they wanted.
Thanks to Glenn Sakamoto for the tip.