As Netflix entered the live sports streaming market in earnest, it achieved a result of adding 18.9 million subscribers in the last three months of 2024. To strengthen brand recognition, Netflix sports content needed a differentiated brand identity and developed a design system in collaboration with creative studio Study Hall.
“The goal was to go beyond the game highlights and show the journey, sacrifice and emotion of the players, reflecting Netflix’s storytelling style,” says Jeremy Volk, creative director of Study Hall. The tagline that came out of this was “The score is only half the story.”
The design focuses on visually expressing the dynamics of sports by abstracting Netflix’s signature “N.” The color palette was expanded while maintaining Netflix’s base typeface, Netflix Sans, to create a more vibrant atmosphere. “The design emphasizes contrast to convey a strong sense of realism while also capturing the emotion of sports,” explains Volk.
Because design trends change quickly, Study Hall focused on building an identity that would stand the test of time rather than following fads. “We developed a design that would appeal to both sports fans and casual viewers looking for an inspiring story, while maintaining Netflix’s brand identity,” Volk said.
