Netflix has unveiled a new custom typeface to be used across the streaming platform’s brand identity. It was developed by the inhouse design team in partnership with type design studio Dalton Maag. According to Netflix brand design lead Noah Nathan, the move away from Gotham and to creating a bespoke font was driven by the ability to make the identity more “ownable” and to save money on licensing fees.

The typeface was created with both aesthetics and functionality in mind, notes Nathan, with the uppercase proportions designed to appear “cinematic” and the lowercase proportions “compact and efficient” so as to be clean and neutral, and eliminate excess. Netflix is the latest tech company to create its own font, Apple, Google and Samsung being among the best examples. Shown below, several renditions of the new face.