Ideas, trends, and thoughts that inspire us and our work.

Netflix’s introduces Netflix Sans, their new custom typeface

Netflix’s introduces Netflix Sans, their new custom typeface

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.

Tinder Represents Love

Tinder Represents Love

Tinder has launched a new campaign to bring more diversity to our much loved emojis. The goal of the campaign is to have greater representation of all types of love. Tinder believes that there is an emoji for everything, from salsa dancers and champagne to same sex couples, but there are no emoji’s that represent interracial couples.

“At Tinder, we believe that no one should ever feel unrepresented or unseen. Love is universal, and it’s time for interracial couples to be represented in our universal language,” the brand said on its emoji campaign site.

The campaign was launched with a 60-second spot by Marcel Sydney and shows what a world with interracial couple emojis could look like.

A recent global survey from Tinder found that 52 percent of global participants noted that interracial couples were not well represented through emoji, memes and GIF’s.

Rosette Pambakian, head of brand at Tinder says “We care about the causes that are important to our millennial user base, so we created this campaign to fight for Emoji equality to ensure everyone feels represented”.

The spot is accompanied by a petition to further its cause, which you can sign here. The team at Tinder co-authored the petition with Reddit co-founder Alexis Ohanian. Once the petition has enough signatures, it will be sent to Unicode Consortium, the nonprofit organization and governing body for all things emoji.


Put A Smile On

Put A Smile On

Lay’s is on a mission to bring more smiles to more faces all around the world. They have teamed up with the nonprofit Operation Smile and their brand ambassador, Jordan Sparks, to put a smile on the faces of their customers and the faces of children and young adults who suffer from cleft conditions around the world.

To launch the campaign the brand opened a three-day experiential pop-up, Lay’s Smiles Experience, in New York City. The campaign will be promoted by TV ads, personalized/customized packaging, a branded filter, and the hashtag #SmileWithLays. These marketing efforts follow the common wisdom about millennials; that experiential marketing, cause marketing and personalization can be a more effective way to make a meaningful connection with their customer.

The effort is based on research that shows nine out of 10 people feel happier when they see someone else smile. The campaign is a way for the brand to tie into the current culture climate, people are currently unhappy about the state of our society and need something to smile about.

Lay’s is giving fans the opportunity to see the power of sharing a smile, because smiles can make a difference in other people’s lives.


“DEISEL” on Canal St.

“DEISEL” on Canal St.

Last week, during the middle of NYFW, an inconspicuous store opened on Canal Street in New York City. It looked like your run of the mill knockoff store, but it was so much more than that.

The store in question was a Diesel popup shop selling authentic clothing at a discounted price. Diesel, fully committed to the campaign, purposely misspelled its own name to make the store seem authentically fake. When Diesel revealed the knockoff store was full of authentic products, a massive line formed the next morning. Fashion fiends and influencers flocked to the store all wanting a chance to get their hands on any of the unique pieces from the designer collection.

The long lines and resale prices for the coveted items proved the marketing stunt was a success. It also shows the brand can reach a new generation of shopper,  a younger shopper who enjoys finding and buying exclusive, unique and one of a kind products. This younger generation wants more than just things—they want experiences.

This bold and impactful marketing campaign was a major success and a complete win for a brand that is trying to prove its relevance among younger shoppers.