Netflix has unveiled a new logo animation that will play before its Originals programming. The new logo will be shown before Originals that premiere on or after February 1st, 2019, and it will be retroactively added to older Netflix Originals over the next few months.

The new animation begins with the familiar “N” ribbon animation, but then it warps the viewer through a spectrum of light. It’s meant to evoke a sense of depth, like the feeling of walking into a movie theater. It speaks to Netflix’s increasing interest in establishing itself as a more than just a streaming service, but also as a production studio with big ambitions. In order to get in the good graces of awards shows after previously being banned from competition in the Cannes Film Festival, the company has shifted its streaming-first policy by debuting Oscar-contender movies like Roma in “exclusive limited theatrical engagements” a week before it hits the service.

SOME PERSONAL NEWS: Starting today there's a new logo animation before our originals. It shows the spectrum of stories, languages, fans, & creators that make Netflix beautiful — now on a velvety background to better set the mood.



And before you ask: no, the sound isn’t changing pic.twitter.com/itwYXRe6ZF — See What's Next (@seewhatsnext) February 1, 2019

A Netflix spokesperson explained to Fast Company that the “barcode visualization” came from the idea of turning thumbnails of Netflix’s own shows sideways. The new animation was a collaboration between its in-house design team and an independent agency, and it was in development for the past two years. That makes sense since Netflix’s last branding update was a refreshed icon in 2016 (which the company was quick to point out wasn’t a new logo).

Netflix is hoping its new logo animation will help set its original programming apart for viewers, as it prepares for the streaming wars with Disney, AT&T, and Apple’s expected streaming service, all of which want to lure viewers with a slate of original content.