Netflix

Official Websites

• https://www.netflix.com
• https://ir.netflix.net
• https://netflix.com

Brand Guidelines

2020

Brand Summary

Mission

• To set the industry standard for original content and provide a never-ending stream of stories to subscribers, fostering connection and instant brand recognition.

Core Values

• connection
• original content
• premium cinematic feel
• brand recognition

Target Audience

• Subscribers seeking high-quality, original entertainment content with a premium, cinematic experience.

Personality Traits

• iconic
• simple
• premium
• innovative

Visual Identity Overview

• The visual identity centers on the iconic ‘N’ symbol and Netflix wordmark, using a signature red palette, strict logo usage rules, clear space requirements, and a premium black background to evoke a cinematic feel.

Categories

Brand Imagery

• The N symbol color palette always consists of two tones. This helps give it dimension and differentiate from the N within the full Netflix logo. The primary background for the N symbol is black. This is to emulate a premium cinematic feel as we continue to set the industry standard for original content.
• Netflix Red Symbol Dark Red RGB: 229 9 20 RGB: 178 7 16 HEX:#E50914 HEX:#B20710 CMYK:0 96 93 2 CMYK: 18 100 100 10 PMS: 1795C PMS: 7627 C
• The minimum clear space of the N symbol is half the width of the N (X = N width x 0.5).
• In certain situations, the N symbol can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• Avoid substituting the N from the wordmark for the symbol.
• Avoid locking up the symbol and the wordmark.
• Avoid using a white symbol.
• Avoid using the symbol on a red background.
• Avoid altering the symbol’s shadow or adding other dimensional effects.
• Avoid placing the symbol in a shape or container.
• Avoid rotating the symbol.
• Avoid using the logo on busy backgrounds.
• Avoid using the symbol to replace a letterform.

Color Palette

• Netflix Red Symbol Dark Red RGB: 229 9 20 RGB: 178 7 16 HEX:#E50914 HEX:#B20710 CMYK:0 96 93 2 CMYK: 18 100 100 10 PMS: 1795C PMS: 7627 C
• The N symbol color palette always consists of two tones. This helps give it dimension and differentiate from the N within the full Netflix logo. The primary background for the N symbol is black. This is to emulate a premium cinematic feel as we continue to set the industry standard for original content.
• In certain situations, the N symbol can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• Avoid using a white symbol.
• Avoid using the symbol on a red background.
• Avoid altering the symbol’s shadow or adding other dimensional effects.
• Avoid using the logo on busy backgrounds.

Logo Usage

• Our primary logo is Netflix Red on a black background. This is to create a premium cinematic feel as we continue to set the industry standard for original content.
• Netflix Red RGB: 229 9 20 HEX: #E50914 CMYK: 0 96 93 2 PMS: 1795 C
• The minimum clear space of the logo is the width of the “T” in Netflix.
• In certain situations, the logo can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• On very few occasions, the logo can appear in white. One such occasion is for the video watermark.
• Avoid using a white logo, except for a video watermark. For all other cases, please contact brand@netflix.com.
• Avoid using a white logo on a contextually colored background.
• Avoid using the logo in a sentence.
• Avoid adding effects like shadows, dimensions, and gradients to the logo.
• Avoid stretching or compressing the logo.
• Avoid placing the logo in a shape or container.
• Avoid rotating the logo.
• Avoid using the logo on busy backgrounds.
• Avoid using an old version of the logo.
• Avoid doormats, rugs, or anywhere else people walk. Please protect our logo from getting dirty.
• Avoid scratch-offs, dart boards, and other surfaces that are sure to be damaged. We don’t want our logo to be sliced, bitten, or digested.
• Avoid disposable items, such as plastic cups and paper napkins. Our logo was not meant for food, or tossed into the trash.
• Avoid food. We don’t want our logo to be sliced, bitten, or digested.

Visual Style

• The N represents connection and a never-ending stream of stories to our subscribers. Simple and iconic, it instantly sparks brand recognition.
• Netflix Red Symbol Dark Red RGB: 229 9 20 RGB: 178 7 16 HEX:#E50914 HEX:#B20710 CMYK:0 96 93 2 CMYK: 18 100 100 10 PMS: 1795C PMS: 7627 C
• The N symbol color palette always consists of two tones. This helps give it dimension and differentiate from the N within the full Netflix logo. The primary background for the N symbol is black. This is to emulate a premium cinematic feel as we continue to set the industry standard for original content.
• The minimum clear space of the N symbol is half the width of the N (X = N width x 0.5).
• In certain situations, the N symbol can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• Avoid substituting the N from the wordmark for the symbol.
• Avoid locking up the symbol and the wordmark.
• Avoid using a white symbol.
• Avoid using the symbol on a red background.
• Avoid altering the symbol’s shadow or adding other dimensional effects.
• Avoid placing the symbol in a shape or container.
• Avoid rotating the symbol.
• Avoid using the logo on busy backgrounds.
• Avoid using the symbol to replace a letterform.
• With the arc of a vintage CinemaScope and the signature Netflix red, our wordmark is iconic.
• Our primary logo is Netflix Red on a black background. This is to create a premium cinematic feel as we continue to set the industry standard for original content.
• Netflix Red RGB: 229 9 20 HEX: #E50914 CMYK: 0 96 93 2 PMS: 1795 C
• The minimum clear space of the logo is the width of the “T” in Netflix.
• In certain situations, the logo can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• On very few occasions, the logo can appear in white. One such occasion is for the video watermark.
• Avoid using a white logo, except for a video watermark. For all other cases, please contact brand@netflix.com
• Avoid using a white logo on a contextually colored background.
• Avoid using the logo in a sentence.
• Avoid adding effects like shadows, dimensions, and gradients to the logo.
• Avoid stretching or compressing the logo.
• Avoid placing the logo in a shape or container.
• Avoid rotating the logo.
• Avoid using an old version of the logo.

UNKNOWN

Brand Summary

Mission

• To set the industry standard for original content and provide a never-ending stream of stories to subscribers, fostering connection and instant brand recognition.

Core Values

• connection
• original content
• premium cinematic feel
• brand recognition

Target Audience

• Subscribers seeking high-quality, original entertainment content with a premium, cinematic experience.

Personality Traits

• iconic
• simple
• premium
• innovative

Visual Identity Overview

• The visual identity centers on the iconic ‘N’ symbol and Netflix wordmark, using a signature red palette, strict logo usage rules, clear space requirements, and a premium black background to evoke a cinematic feel.

Categories

Brand Imagery

• The N symbol color palette always consists of two tones. This helps give it dimension and differentiate from the N within the full Netflix logo. The primary background for the N symbol is black. This is to emulate a premium cinematic feel as we continue to set the industry standard for original content.
• Netflix Red Symbol Dark Red RGB: 229 9 20 RGB: 178 7 16 HEX:#E50914 HEX:#B20710 CMYK:0 96 93 2 CMYK: 18 100 100 10 PMS: 1795C PMS: 7627 C
• The minimum clear space of the N symbol is half the width of the N (X = N width x 0.5).
• In certain situations, the N symbol can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• Avoid substituting the N from the wordmark for the symbol.
• Avoid locking up the symbol and the wordmark.
• Avoid using a white symbol.
• Avoid using the symbol on a red background.
• Avoid altering the symbol’s shadow or adding other dimensional effects.
• Avoid placing the symbol in a shape or container.
• Avoid rotating the symbol.
• Avoid using the logo on busy backgrounds.
• Avoid using the symbol to replace a letterform.

Color Palette

• Netflix Red Symbol Dark Red RGB: 229 9 20 RGB: 178 7 16 HEX:#E50914 HEX:#B20710 CMYK:0 96 93 2 CMYK: 18 100 100 10 PMS: 1795C PMS: 7627 C
• The N symbol color palette always consists of two tones. This helps give it dimension and differentiate from the N within the full Netflix logo. The primary background for the N symbol is black. This is to emulate a premium cinematic feel as we continue to set the industry standard for original content.
• In certain situations, the N symbol can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• Avoid using a white symbol.
• Avoid using the symbol on a red background.
• Avoid altering the symbol’s shadow or adding other dimensional effects.
• Avoid using the logo on busy backgrounds.

Logo Usage

• Our primary logo is Netflix Red on a black background. This is to create a premium cinematic feel as we continue to set the industry standard for original content.
• Netflix Red RGB: 229 9 20 HEX: #E50914 CMYK: 0 96 93 2 PMS: 1795 C
• The minimum clear space of the logo is the width of the “T” in Netflix.
• In certain situations, the logo can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• On very few occasions, the logo can appear in white. One such occasion is for the video watermark.
• Avoid using a white logo, except for a video watermark. For all other cases, please contact brand@netflix.com.
• Avoid using a white logo on a contextually colored background.
• Avoid using the logo in a sentence.
• Avoid adding effects like shadows, dimensions, and gradients to the logo.
• Avoid stretching or compressing the logo.
• Avoid placing the logo in a shape or container.
• Avoid rotating the logo.
• Avoid using the logo on busy backgrounds.
• Avoid using an old version of the logo.
• Avoid doormats, rugs, or anywhere else people walk. Please protect our logo from getting dirty.
• Avoid scratch-offs, dart boards, and other surfaces that are sure to be damaged. We don’t want our logo to be sliced, bitten, or digested.
• Avoid disposable items, such as plastic cups and paper napkins. Our logo was not meant for food, or tossed into the trash.
• Avoid food. We don’t want our logo to be sliced, bitten, or digested.

Visual Style

• The N represents connection and a never-ending stream of stories to our subscribers. Simple and iconic, it instantly sparks brand recognition.
• Netflix Red Symbol Dark Red RGB: 229 9 20 RGB: 178 7 16 HEX:#E50914 HEX:#B20710 CMYK:0 96 93 2 CMYK: 18 100 100 10 PMS: 1795C PMS: 7627 C
• The N symbol color palette always consists of two tones. This helps give it dimension and differentiate from the N within the full Netflix logo. The primary background for the N symbol is black. This is to emulate a premium cinematic feel as we continue to set the industry standard for original content.
• The minimum clear space of the N symbol is half the width of the N (X = N width x 0.5).
• In certain situations, the N symbol can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• Avoid substituting the N from the wordmark for the symbol.
• Avoid locking up the symbol and the wordmark.
• Avoid using a white symbol.
• Avoid using the symbol on a red background.
• Avoid altering the symbol’s shadow or adding other dimensional effects.
• Avoid placing the symbol in a shape or container.
• Avoid rotating the symbol.
• Avoid using the logo on busy backgrounds.
• Avoid using the symbol to replace a letterform.
• With the arc of a vintage CinemaScope and the signature Netflix red, our wordmark is iconic.
• Our primary logo is Netflix Red on a black background. This is to create a premium cinematic feel as we continue to set the industry standard for original content.
• Netflix Red RGB: 229 9 20 HEX: #E50914 CMYK: 0 96 93 2 PMS: 1795 C
• The minimum clear space of the logo is the width of the “T” in Netflix.
• In certain situations, the logo can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended. Color contrasts can be checked here.
• On very few occasions, the logo can appear in white. One such occasion is for the video watermark.
• Avoid using a white logo, except for a video watermark. For all other cases, please contact brand@netflix.com
• Avoid using a white logo on a contextually colored background.
• Avoid using the logo in a sentence.
• Avoid adding effects like shadows, dimensions, and gradients to the logo.
• Avoid stretching or compressing the logo.
• Avoid placing the logo in a shape or container.
• Avoid rotating the logo.
• Avoid using an old version of the logo.

Promotion Insights

Color Analysis

Statistics computed across 15858 images

Tone Distribution

Sample Images

Image 1

Which school event would these two duos most likely meet?

Attributes:

• Caption: Two girls wearing different colored jackets and ties are talking to each other.
• Keywords: girls, jackets, ties, talking, different colors, school uniforms, black and white, pink and blue, backpacks, handbags, friends, conversation, outdoors, brick wall, stone wall, building, school, school girls, school uniforms

Image 2

Which school event would these two duos most likely meet?

Attributes:

• Caption: Two girls talking to each other.
• Keywords: girls, talking, friends, school, uniforms, red, blue, pink, black, white, braids, hair accessories, backpacks, handbags, cups, books

Image 3

Someone quickly answer her 😥

Attributes:

• Caption: A black woman with a wedding planner ad
• Keywords: wedding, planner, black, woman, ad, pink, background, white sweater, hair, necklace, eyes, lips

Image 4

Let’s break down these Disconnect ships in one pic

Attributes:

• Caption: A relationship chart showing the characters and their connections
• Keywords: relationship chart, characters, connections, friends, family, business, never worked out, bestie, TK, Boos, Celiene, Acquaintance, Richard, Khlaid, Boss, Rita

Image 5

In Shanty town, one person makes the rules, everyone else obeys. Coming to Netflix January 20

Attributes:

• Caption: Shantytown
• Keywords: African American, Netflix, Drama, Crime, Thriller, Series, January 20

Image 6

Roses are red, violets are blue, and on the 13th of January, these are faces to view. #Disconnect: The Wedding Planner. Only on Netflix

Attributes:

• Caption: A collage of people with the words Disconnect 2 First Looks in the bottom center.
• Keywords: disconnect, 2, first looks, collage, people, images, faces, characters, actors, tv show, movie, promotional, advertisement, poster, magazine, billboard, social media, marketing campaign, entertainment, media, photography, portrait, headshots

Image 7

This is the year you find friends who fix your crown. Introducing Arsema Thomas as Young Lady Danbury in #QueenCharlotte: A Bridgerton Story. Coming to Netflix in 2023.

Attributes:

• Caption: A woman wearing a white dress with a black and gold headpiece
• Keywords: woman, dress, headpiece, black, gold, white, necklace, ornate, hair, jewelry, fancy, elegant, formal, long, dark hair, crown, braided, fancy dress, costume, event

Image 8

HAPPY NEW MONTH, HAPPY NEW WEEK, AND HAPPY NEW YEAR!!!

Attributes:

• Caption: New This Month
• Keywords: movies, tv, shows, January, 2016

Image 9

HAPPY NEW MONTH, HAPPY NEW WEEK, AND HAPPY NEW YEAR!!!

Attributes:

• Caption: A calendar of movies and shows for January
• Keywords: calendar, movies, shows, January, 2016, TV, film, Kaleidoscope, Mad Fate, The Monster, Noise, Woman of the Road, Vikings, Valhalla, Connect, The Wedding Planner, Ginny and Georgia, The Pale Blue Eye, That ’80s Show

Image 10

Wednesday dropping nuggets on a Thursday 📌

Attributes:

• Caption: A girl wearing a black dress and black hair looking at the camera.
• Keywords: girl, black dress, black hair, camera, looking at, social media, soul-sucking, void of meaningless affirmation, I find social media to be a soul-sucking void of meaningless affirmation.

… and 15848 more images

Additional Properties

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