Netflix is the latest leader to join the bespoke typographic tribe

And now let the world debate on Netflix's bespoke font. "Is it any good? Is it boring? Is it smashing? Is it Netflix enough?" The online tribes are debating hard on the latest bespoke font to hit the market.

Aptly named Netflix Sans the font was created by the company’s in-house design team with type foundry Dalton Maag for the company's ever-expanding  branding and marketing purposes.

The bespoke choice of font brings Netflix into a "shockingly large league of big technology companies with their own custom fonts, alongside Apple (San Francisco), Samsung (SamsungOne), Google (Roboto and Product Sans, because naturally Google has font fragmentation), and Microsoft (sort of, depending on how you score Segoe)" reports Verge.
Per the project design leader Noah Nathan, Netflix chose to create its own font for "unique identity" and, duh, licensing Gotham is pretty pricey. 

"With the global nature of Netflix’s business, font licensing can get quite expensive. Developing this typeface not only created an ownable and unique element for the brand’s aesthetic (moving Netflix away from Gotham, which is widely used in the entertainment industry), but saves the company millions of dollars a year as foundries move towards impression-based licensing for their typefaces in many digital advertising spaces" notes Noah Nathan.

"The unique characteristics of the typeface were chosen very carefully as it is meant to serve both display and functional purposes. The clean and neutral lines give without taking, favoring art over distraction, and eliminating excess. The arched cut on the lowercase “t” is discreetly inspired by the cinemascopic curve that is so iconic to the brand’s wordmark and symbol. It has always been a dream of mine to work on a custom typeface, and I was lucky enough to be a part of this amazing project".

Netflix Sans is poised to save the company "millions of dollars a year" and that's what matters, as bespoke typography is a wise choice for the leaders.