Unlimited
Everything, as much as you want, for one monthly price Observed
The system
Fixed, everywhere
- Netflix Red #E50914 for the logos and primary actions
- Black grounds and white type
- Netflix Sans (stand-in Geist) at Regular, Medium and Bold
- The N Symbol in its two reds, never on red
- Clear space: one N leg, or the width of the T
The one thing that varies
The art: every page is coloured by the titles it shows, so the only variable is which posters and key art fill the frame
Color, in proportion
Our reading of the homepage at 1440: black ground, white type, and red only on the wordmark, two buttons and the arc. Not published..
Tone by the reader's state
- Signing up (homepage, forms, FAQ)
- Title launches and fan events
Our reading: the homepage stays plain everywhere; title marketing runs louder.
How loud each format gets
Silent
QuietProposal pageEmail
CalmLanding pageDeck
Warm
LoudSocial postOut of home
Loudest
Our engine's setting, built from their rules.
Every piece passes 3 checks
Logo hidden
Cover the wordmark. It should still read as Netflix: black page, a wall of posters, one red button, a thin red arc.
Red count
Count the red things. More than the logo, the buttons and the arc means red has turned into decoration; take it back out.
Logo rules
Symbol and Wordmark never together, N never on red, clear space at least one N leg or one T width.
Strategy
Unlimited movies, TV shows, and more Observed
Everywhere
Every screen, online or downloaded Observed
No commitment
Cancel online, no fees Observed
Unlimited movies, TV shows, and more
Starts at $8.99. Cancel anytime.
Ready to watch? Enter your email to create or restart your membership.
The Netflix you love for just $8.99.
Full spec
- For Our reading
- Anyone with an internet-connected screen; kids through profiles
- Promise Our reading
- Watch anywhere, anytime, and cancel when you like
- Mission Published
- We are here to entertain the world, one fan at a time.
Proof behind each pillar
- Unlimited. Plans from $8.99 to $26.99 a month (pre-tax), US, 2026-10-29
- Everywhere. Smart TVs, game consoles, phones, tablets, laptops; downloads on iOS and Android
- No commitment. Cancel online; no cancellation fees
Category. Subscription streaming entertainment: series, films and games Observed
Why them
Taglines
They never claim
- Prices are regional and dated: quote them only with the market and date
- Title art belongs to each title; don't imply a title is available everywhere
More real lines
Get our most affordable, ad-supported plan.
Trending Now
More Reasons to Join
Enjoy on your TV
Download your shows to watch offline
Watch everywhere
Create profiles for kids
Frequently Asked Questions
Welcome to the Netflix Brand Site
We are here to entertain the world, one fan at a time.
The signed-out homepage sells one thing: membership. Headline = breadth ("Unlimited movies, TV shows, and more"), second line = price and the exit ("Starts at $8.99. Cancel anytime."), then a single action (enter your email). The FAQ repeats the three pillars: unlimited, everywhere, cancel anytime.
Source: netflix.com
Personality and voice
Confidentbut not loudPublished
Universalbut not localPublished
Cinematicbut not decorativePublished
Plainspokenbut not cleverObserved
Generousbut not salesyObserved
A global service writes for translation: short literal sentences localise cleanly into every market.
Full spec
- Write as “we”, to “you”
- Sentence case headlines
- American spelling
- Section headings are two to four plain words in Title Case on netflix.com (Trending Now, More Reasons to Join); everything else is sentence case
- Lead with what you get, then the price and the out: "Starts at $8.99. Cancel anytime." pattern
- Never write the word Netflix in the style of the logo, and never use the logo inside a sentence (published)
plainconfidentinvitingbrief
Second person, short, literal. Questions as prompts ("Ready to watch?"), Title Case two-to-four word section headings, friendly plain FAQ answers. The guide's own prose is first person plural and assured ("We're a confident brand.").
- Write to "you", speak as "we"
- Sentence case for lines, Title Case for section headings
- No jargon, no exclamation marks in UI copy (one appears inside an FAQ answer)
- Homepage voice (observed 2026-10-29): short declaratives and questions in second person; the price sits in the second line; FAQ answers are friendly and literal. A landing page follows this voice.
- Guide voice: the public logo page writes in first person plural with confident short claims ("We're a confident brand."). The full voice chapter (brand.netflix.com strategy/voice) is behind partner sign-in.
Source: brand.netflix.com/en/assets/logosnetflix.comitsnicethat.com/news/netflix-sans-typeface-dalton-maag-graphic-design-210318
Logo
Logos shown from Brandfetch, netflix.com and Netflix's public brand page for reference. Netflix is a trademark of Netflix, Inc. Not affiliated, and not for download.
NETFLIX
N
Two marks.
Full spec
Two marks. The N Symbol (a folded red ribbon N in Netflix Red with a Symbol Dark Red fold) leads in high-awareness markets; the NETFLIX Wordmark carries recognition in low-awareness markets or when production limits colour. The symbol always appears in its signature colour. netflix.com uses the red Wordmark in the nav and the N Symbol only inside poster art.
- Lead with the N Symbol where Netflix is well known; use the Wordmark where it is not
- The N Symbol is always Netflix Red with Symbol Dark Red; the Wordmark is Netflix Red
- Clear space: one leg of the N around the Symbol; the width of the T around the Wordmark
- Contrast behind a logo: 2.25:1 or higher (published scale: 0% black 4.8:1 down to 50-60% black 1.2:1)
- White or black Wordmark only for production limits or video bugs, and only with Brand Team approval
- Co-branding: Netflix first, equal size and prominence, separated by a red rule by default; Symbol with a partner symbol, Wordmark with a partner logo
- Don’t change the gradient, stretch, add effects, rotate or recolour either mark
- Don’t place a logo over busy backgrounds or inside a shape or container
- Don’t use the N Symbol on a red background
- Don’t flatten the N Symbol to one colour or make ribbons from it
- Don’t flip the N Symbol (the curve stays at the bottom)
- Don’t use the symbol to replace a letter, or substitute the Wordmark's N for it
- Don’t lock up words with the N Symbol (reserved for product category labels)
- Don’t use the Wordmark and the N Symbol in the same layout
- Don’t write words in the style of the logo or use the logo in a sentence
- Don’t use an old version
- Don’t place either mark on the ground or on food
Source: brand.netflix.com/en/assets/logosweb.archive.org/web/20220223165412/https://brand.netflix.com/en/api/brand_assets
Color
Get Started
Unlimited movies
With a black page, red reads as the brand and the next step at once; the cool navy gradients keep cards from competing with poster art.
Full spec
- Netflix Red is the brand's signature colour: logo and primary actions
- Symbol Dark Red only inside the N Symbol
- Grounds are black; secondary text is white at 70%, legal at 50%
- Cards and promos use the deep gradients (149deg #192247 to #210E17; 91deg #261733 to #151A3F)
- Never put the N Symbol on red
The guide publishes two colours, both for the logos: Netflix Red #E50914 (PMS 1795 C) and Symbol Dark Red #B20710 (PMS 7627 C). netflix.com builds everything else from black: a #000000 page, #2D2D2D and #232323 greys, white type with 70% and 50% white for secondary text, and two deep navy-to-plum gradients for cards and the promo banner. Red is the logo and the buttons.
Not published: the full colour palette and textures chapters (brand.netflix.com/en/assets/color and /textures are behind partner sign-in).
Typography
Unlimited movies, TV shows, and more
Unlimited movies, TV shows, and more
UNLIMITED MOVIES
One family at three weights keeps a text-light page calm; the art carries the drama.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| Netflix Sans | Headlines (Bold 700) and section heads (Medium 500) | Proprietary (Netflix, made with Dalton Maag, 2018); not licensed for third parties | Geist Closest rendered match among 14 open grotesques: 100-102% line width and 96-102% ink at weights 400, 560 and 700 (see calibration) |
| Netflix Sans | Body, FAQ, buttons, footer (Regular 400, Medium 500) | Proprietary (Netflix, made with Dalton Maag, 2018); not licensed for third parties | Geist Same face as display; Geist 400 matches Regular at 101% width, 102% ink |
- Font smoothing: leave it at the browser default (-webkit-font-smoothing: auto). netflix.com does not set antialiased; antialiased renders every weight visibly thinner than the reference
- Stand-in calibration: Geist 400 = Netflix Sans Regular; Geist 560 = Netflix Sans Medium (Geist 500 is too light: 89-91% of the ink); Geist 700 with -0.01em tracking = Netflix Sans Bold. Load Geist as a variable font (wght 100..900)
- Bold only for the hero headline (56px desktop, 32px phones)
- Medium for section heads (24px, 18px phones) and buttons
- Regular for body, FAQ and footer
- Sentence case, no all-caps, normal tracking
- Stand-in: Geist, with Medium set at 560 (see calibration)
- Don’t set the wordmark lettering as a font or imitate it in headlines
- Don’t use all caps for headings
- Don’t use more than three weights on a page
Netflix Sans, a proprietary geometric grotesque made with Dalton Maag (2018, replacing Gotham), in thin to black. netflix.com uses three weights: Bold 700 for the hero headline, Medium 500 for section heads, card titles, buttons and the price line, Regular 400 for everything else. No uppercase styling, normal tracking, line height 1.25.
Source: netflix.comitsnicethat.com/news/netflix-sans-typeface-dalton-maag-graphic-design-210318
Iconography
Two kinds on netflix.com: small 24px solid UI glyphs (chevron, caret, translate, a thin 1px X for FAQ), and glossy illustrated 72px spot icons (TV, download disc, telescope, profile tiles, popcorn) with pink-magenta-red gradients.
Full spec
- UI glyphs are white, 24px, single colour
- Spot illustrations sit bottom-right in cards, never as bullets
- One spot illustration per card
- Don’t outline the spot icons or flatten them to one colour
- Don’t use emoji in their place
Source: netflix.com
Photography
netflix.com has no brand photography: its imagery is title key art.
Full spec
netflix.com has no brand photography: its imagery is title key art. The hero is a tilted wall of posters under a dark scrim and Trending Now shows ten vertical posters. This art is studio-owned and credited here as Netflix's homepage imagery, not as photography rules. The guide's application examples show the N Symbol set against title art on posters and billboards.
- On the homepage, show the catalogue (many titles), darkened behind type
- Poster cards keep the title art untouched with an 8px radius
Not published: photography rules (brand.netflix.com/en/assets/photography is behind partner sign-in).
Motion
background-color change into hover/focus on every button
background-color change back to rest
The guide names a Motion + Sonic Toolkit and shows partnership end cards (stacked single and sequential lockups) as videos; the toolkit itself is gated.
Full spec
The guide names a Motion + Sonic Toolkit and shows partnership end cards (stacked single and sequential lockups) as videos; the toolkit itself is gated. Since February 2019 originals open with an animated N: the ribbon N then a zoom into coloured bands, with the TUDUM sound unchanged. On netflix.com motion is small: buttons change colour in 0.25s and posters scale to 1.05 in 0.2s.
- UI motion is quick and small: colour fades and a 5% lift
- The animated N and TUDUM sound belong to title openings and end cards, not UI
Not published: easing curves and durations for brand animation (the Motion + Sonic Toolkit is gated).
Source: brand.netflix.com/en/assets/logosmobilesyrup.com/2019/02/01/new-netflix-logo-animationabout.netflix.com/en/news/netflix-announces-tudum-a-global-fan-event-live-from-brazilnetflix.com
Interface & layout
The page, band by band
Hero: poster-wall collage under a black scrim, floating wordmark nav, centered Bold headline and email form
Glowing arc edge: red-to-magenta 4px arc over a navy glow
Promo banner: one 77px purple gradient card with a popcorn icon outside it
Trending Now: ranked top 10, two rows of five posters with outlined numerals
More Reasons to Join: four gradient benefit cards with glossy icons
Frequently Asked Questions: six open items in two columns
Closing email form
Buttons
Signature moves
A red arc of light closes the hero
The glowing arc · once on netflix.com, at the foot of the hero, where the poster wall meets the black page (observed 2026-10-29)
1 2 3 behind the posters
Outlined rank numerals · Trending Now on netflix.com
Unlimited movies, TV shows, and more
The poster wall under a scrim · the netflix.com hero
Get Started
Red means the brand or the next step · every netflix.com band
Specimens use sample copy, not Netflix’s.
Full spec
One centered container (1144px at 1440, 148px margins; 24px on phones) on a black page. A full-bleed hero, then content bands 64-72px apart, each led by a 24px Medium heading at the left. Grids are even: five posters, four cards, two FAQ columns.
Measured from netflix.com's computed styles, pseudo-elements and bounding boxes at 390, 768, 1024 and 1440px wide on 2026-10-29 (signed-out US page, Chromium); hover and focus states by hovering in Playwright.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 148px | 24px |
| Section padding | 64px | 48px |
| Hero text width | max 588px, centered | full width |
| Card gap | 16px | 16px |
| Navigation | 88px | 88px |
Type, at size
Hero headline
Netflix Sans · 56px (phone 32) · line 1.25 · tracking -0.56px · weight 700
Hero subline
Netflix Sans · 20px (phone 16) · line 1.25 · weight 560
Form prompt
Netflix Sans · 16px · line 1.5 · weight 400
Section headline
Netflix Sans · 24px (phone 18) · line 1.25 · weight 560
Promo title
Netflix Sans · 20px · line 1.25 · weight 560
Card title
Netflix Sans · 24px (phone 20) · line 1.25 · weight 560
Card body
Netflix Sans · 16px · line 1.25 · weight 400
FAQ question
Netflix Sans · 24px (phone 18) · line 1.25 · weight 400
FAQ answer
Netflix Sans · 24px (phone 18) · line 1.25 · weight 400
Rank numeral
Netflix Sans · 100px (phone 64) · line 1 · weight 700
Button large
Netflix Sans · 24px (phone 18) · line 1 · weight 560
Button small
Netflix Sans · 14px · line 1 · weight 560
Button medium
Netflix Sans · 16px · line 1 · weight 560
Footer phone line
Netflix Sans · 16px · line 1.25 · weight 400
Footer link
Netflix Sans · 14px · line 1.5 · weight 400
Legal note
Netflix Sans · 13px · line 1.5 · weight 400
- Corner radius
- 4px
- Motion
- button colour changes 0.25s cubic-bezier(0.32, 0.94, 0.6, 1); posters scale 1.05 in 0.2s
- Buttons
- rounded
Page anatomy
How Netflix’s own landing pages are built, observed on netflix.com, 2026-10-29. The full measurements are in spec.md.
- Navigation
- No bar: the red wordmark at left and two small controls at right float over the top of the hero collage, on a 120px black-to-clear scrim
- Hero
- A full-bleed tilted wall of poster art under a heavy black scrim, with a centered two-line Bold headline, a Medium price line, a prompt and an inline email form; it ends in a glowing red arc
- Hero arc
- The edge between the hero and the black page: a thin glowing arc, bright red at the centre, fading to magenta then dark at the ends, with a blue glow under it
- Promo banner
- One slim gradient card announcing the cheapest plan, with a popcorn illustration outside it at the left
- Trending Now
- A ranked top 10: ten vertical posters, each with a huge outlined rank numeral tucked behind its lower-left corner
- More Reasons to Join
- Four benefit cards in a row, each a dark navy-to-plum gradient with a heading, a muted line and a glossy illustrated icon in the bottom-right corner
- Frequently Asked Questions
- Six FAQ items on #2D2D2D, every one shown open, in two independent columns at desktop and one column on phones
- Closing email form
- The hero form again, alone and centered, with no headline
- Footer
- A plain black footer of small grey underlined links in four columns, a phone line, a language select and a reCAPTCHA note. No logo, no social icons, no copyright line
Source: netflix.com
In use
Netflix Sans: a typeface of its own · 2018
One owned face across thousands of titles and every market makes the catalogue read as one brand without adding colour or ornament. Our reading
The new animated N before every original · 2019
A few seconds of motion before every title turns the N into a cinema ident, repeated billions of times. Our reading
TUDUM: the global fan event · 2023
It turns a four-note ident into a place fans go, without adding a new mark. Our reading
Full spec
How our engine applies Netflix's system to each format. This is our recipe built from their public rules and homepage, not something Netflix publishes. Level = how loud the signature moves are.
- Netflix Sans: a typeface of its own. Netflix replaced its licensed Gotham with Netflix Sans, drawn in-house with Dalton Maag, in thin to black weights. Reported in March 2018 as a cost and ownability move. itsnicethat.com/news/netflix-sans-typeface-dalton-maag-graphic-design-210318
- The new animated N before every original. From February 1, 2019, Netflix originals open with a new logo animation: the red ribbon N, then a zoom into a spectrum of coloured bands, with the familiar sound kept. Netflix said it worked on it for almost two years with an outside agency. mobilesyrup.com/2019/02/01/new-netflix-logo-animation
- TUDUM: the global fan event. A two-hour fan event streamed live from Ibirapuera Park, São Paulo, on June 17, 2023, with a three-day convention around it; named after the sound before every Netflix title. about.netflix.com/en/news/netflix-announces-tudum-a-global-fan-event-live-from-brazil
| Format | What they did | Source |
|---|---|---|
| business cards | Black card with the red wordmark; reverse cards in colour-streak textures with the N Symbol. | brand.netflix.com/en/assets/logos |
| mobile wallet card | N Symbol centered over a red-and-blue streak texture card on a phone. | brand.netflix.com/en/assets/logos |
| wild posting | Extraction 2 posters in a row with a large N Symbol between them. | brand.netflix.com/en/assets/logos |
| billboards | Queen Charlotte billboards on Sunset Blvd with the N Symbol at the left of each board. | brand.netflix.com/en/assets/logos |
| tote bag | Black-to-red streak tote with a small N Symbol low on the side. | brand.netflix.com/en/assets/logos |
| co-branding | Netflix mark first, a red vertical rule, then the partner mark at equal size. | brand.netflix.com/en/assets/logos |
| website | netflix.com signed-out page: poster-wall hero, ranked top 10, benefit cards, open FAQ, email capture twice. | netflix.com |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Black page, red wordmark floating over a scrimmed poster-wall hero, centered Bold two-line headline, price line, inline email + red Get Started, the glowing arc, then left-headed bands (ranked posters, gradient benefit cards, open FAQ), the form again, grey underlined footer links | which titles fill the wall and the top 10; the promo banner offer | |
| Deck | Black slides, white Netflix Sans (Geist), red only on the logo and the ask | title art as full-bleed backgrounds under a scrim | |
| Proposal page | Homepage voice: plain, priced, one next step as a red button | a poster row as proof | |
| Social post | Title art first, N Symbol small in a corner with clear space | streak textures behind the symbol | |
| Black, white type, one red button | one poster row | ||
| Out of home | Key art plus the N Symbol, never the Wordmark and Symbol together | which title |
Ads
MindhunterMeta · Oct 2026 – now
Ten years ago, Netflix went from entertaining audiences…LinkedIn · May 2026
Now Playing on NetflixMeta · Oct 2026 – now
New on NetflixMeta · Oct 2026 – now- Campaign walk: New & Essentialad → landing page → Purchase
- Campaign walk: Now Playing on Netflixad → landing page → Purchase
- Campaign walk: Now Playing on Netflixad → landing page → Purchase
- Campaign walk: Now Playing on Netflixad → landing page → Purchase
Rules
Do
- Red is the logo and the action
- Black grounds; white type
- One family (Netflix Sans), three weights
- Show the catalogue, not a stock photo
- Logos keep their clear space and contrast
Don’t
- use the N Symbol and the Wordmark together
- put the N Symbol on red
- imitate the logo lettering in copy
- use the white Wordmark without approval
- invent new brand colours
Steal this kit
Your name and logo, Netflix’s system.
Comes with you
- Color roles and how much of each
- Type pairing, with open fonts
- Voice rules the writing check enforces
- Icon, photo, illustration and motion recipes
- The strategy frame, to fill with yours
Stays yours
- Your name and logo
- Your proof: numbers, customers, quotes
- Your purpose and claims. Theirs aren’t yours to make
Use this kit for my brand Use this brand in Claude
Hand it to a developer
- spec.mdEvery value and rule
- tokens.cssCSS variables
- tokens.jsonDesign tokens (DTCG)
- kit.jsonWhat our engines read
Your brand next
Get your brand audit Put your brand in Claude What goes in a brand book
What Netflix doesn’t publish
- Colour palette beyond the two logo reds: not published publicly (brand.netflix.com color and textures pages need partner sign-in)
- Typography rules and Netflix Sans files: not published publicly; Netflix Sans is proprietary, Geist stands in (calibrated)
- Photography, iconography and illustration rules: not published publicly (gated)
- Voice and brand strategy pages (strategy/voice, promise, playbook): gated
- Motion + Sonic Toolkit easing and durations: gated; only the two end-card videos are public
- Logo minimum sizes: not published on the public page
- netflix.com A/B tests its layout: Trending Now and the FAQ change shape between loads (see page.variants_note)
- The close-icon glyph, translate glyph and caret were not supplied as files; draw them as thin white 24px glyphs
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-29. Not affiliated with Netflix.