Netflix's new icon leads to rebranding confusion

Netflix new look

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.

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.

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.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

All by Tony