Reimagining the visual identity of Netflix Kids & Family

As one of the world’s leading streaming services, Netflix recognized the importance of providing an intuitive, adaptable, and inclusive experience for audiences of all ages. 

The Netflix Kids & Family ecosystem is a treasure trove of entertainment for families worldwide. These initiatives cater to different age groups and interests, making them a hit for parents and kids. 

For us, that meant finding ways to unify the identities while capturing the essence of their respective audiences and reinforcing their intuitive, adaptable, inclusive experience.

In collaboration with Netflix, our team created a unified visual identity for the Kids & Family initiatives while making each platform feel uniquely relevant to its age-specific audience. The design had to capture the essence of the different audiences while using existing Netflix brand elements to ensure a delightful, welcoming, and adventurous look and feel.

We worked closely with Netflix to create a new logo and visual identity system that leveraged existing Netflix brand elements while capturing the essence of each audience. 

The design included elements that spark joy, like pops of colors, multiplicity, lightness, and rounded shapes. The cloud-like stroke was used to interpret the safe space Netflix creates for Kids & Family across platforms, a design language that can transcend cultures. The team used:

• Rounded and welcoming shapes for Netflix Jr 
• Vibrant colors and playful typography for Netflix After School