Netflix's new icon leads to rebranding confusion
Netflix has updated its icon across its social apps, dropping its full title in favour of a simple red “N”. However, in a relatively unusual move, the company revealed that it intends to keep its current white and red branding too.
Netflix new look
The streaming service unveiled the new red and black look across Instagram, Facebook and Twitter and confirmed that the new ensign will also soon serve as the face of Netflix’s mobile app.
While the new icon will rebrand Netflix’s social platforms and mobile apps, the company confirmed that it will also continue to use the traditional white and red branding with its full name. The changes led to some confusion with users who assumed Netflix had rebranded itself.
@jjleedesign Nope! Just added a little flair with a new Icon. New piece of statement jewelry, if you will ;)
— Netflix US (@netflix) June 20, 2016
@nikhilwad Not a new logo! The N is an icon and a new creative element to live with our logo. The current Netflix logo is here to stay :) — Netflix US (@netflix) June 20, 2016
@J_Mendoza8 We just got a new 'do- keeping it fresh. Our logo isn't going anywhere, the icon is just a new piece of our overall look.
— Netflix US (@netflix) June 20, 2016
Having a variety of branding is traditionally seen as a risky move as it can lead to “band confusion,” says Sterling Marketing founder Karen Leland. Such was the case with Coca-Cola in 1985 when it suffered a disastrous launched with “New Coke”.
The lesser approach to its logo is likely driven by the change in the number of people accessing the service across mobile, and so the new branding will be easier to read on screens smaller than TVs.
Netflix responded to social media buzz around the changes insisting that the new look was akin to a "new piece of statement jewelry" intended to add "a little flair".
The streaming giant’s multiple branding approach follows on from similar moves from Uber which unveiled a new primary logo that spells out "Uber" and another logo for its mobile app.