Netflix will save millions with its new custom typeface "Netflix Sans"

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Netflix's in-house design team has partnered with Dalton Maag to create a custom typeface that will be used across the streaming service. Aptly named "Netflix Sans", the bespoke font was partly developed due to the escalating costs of using Gotham, which was apparently costing millions to license per year.

"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," said brand design lead Noah Nathan when speaking to It's Nice That.

Image: Netflix and Dalton Maag

The font was designed to be clean and neutral, with the uppercase proportions made to appear "cinematic", while the lowercase proportions are "compact and efficient". It comes in different weights including regular, light, thin, medium, bold and black, which you can see in the cards on It's Nice That.

The font is already being criticised by some for being too basic and a bit of a Helvetica knockoff. But, fonts like Helvetica are popular for a reason - they're clean and simple and don't distract from the main content. Netflix also currently uses Helvetica throughout its website, so when it introduces Netflix Sans it will be a smooth transition.

Netflix Sans will be rolled out on the streaming platform across all devices in the near future.