Netflix, the streaming powerhouse, has unveiled their brand new bespoke typeface, Netflix sans.

It’s Nice That first reported, Netflix had decided to cease use of their go-to font, Gotham, and swap it for the new custom font. Netflix Sans was created in partnership with Netflix’s in-house creative team and foundry Dalton Maag.

Netflix says they decided to make the move to a custom font in order to cut costs and to help make its brand identity more distinctive. The typeface takes into account practicality but also gives a nod to Netflix’s cinematic roots—the slight dip atop the lowercase t, is meant to evoke the cinemascopic curve of the brand’s logo.

Netflix Brand Design Lead Noah Nathan told It’s Nice That, “Developing this typeface not only created an ownable and unique element for the brand’s aesthetic…but saves the company millions of dollars a year as foundries move towards impression-based licensing for their typefaces in many digital advertising spaces.”

The move to a custom type face follows in the footsteps of other tech giants who have their own custom fonts, like Apple, Samsung and Google.

Check out It’s Nice That for the deep-dive into the design thinking.