Netflix Introduces New Logo Animation for Original Content

Netflix is kicking off the month of February with a brand new ident animation. Starting today, when you log on to watch any Netflix original, you’ll be presented with a brand new Netflix logo animation. The animation will be shown before all original Netflix titles when you start a new episode with the same ‘Netflix sound’.

The streaming video giant says the brand new look and feel of its revamped ident animation “reflects who we are today”. The former ident was introduced nearly five years ago when Netflix started making originals. Now, Netflix says it has updated its signature brand moment to reflect the many choices its fans enjoy today.

“The new ident animation reflects the diversity and variety of our content. Our favorite part is when the Netflix symbol breaks out into an array of colors–which is inspired by the spectrum of stories, emotions, languages, fans and creators that collectively make up who we are as a brand.

There’s also that darker background, compared with the former red on white. The purpose of this is simple — we’re inviting you to get in the mood for an immersive, cinematic experience at home, on the subway or wherever you’re choosing to watch.”

Netflix subscribers will start seeing the updated ident immediately on new Netflix original titles launching today, like Russian Doll and Velvet Buzzsaw, and on all new originals released going forward.