As Netflix began to expand its live sport offering, it became clear that the sub-brand – Netflix Sports – needed an identity that matched the emotion and intensity of the stories it documents. The Oakland CA-based design studio Study Hall was recruited to take on the task, and they created a new visual identity that seeks to capture the energy of sports and the inspriation behind every victory.
The studio was intent on redefining how sports are presented in the streaming space. Rather than centering on achievement, they instead dived into the whole spectrum of sports narratives. “Visually this translates into a dynamic identity built around the abstracted Netflix N symbol,” says creative director Jeremy Volk. “It’s supported by an expanded color palette and bold typography that maintains Netflix’s distinctive voice while speaking distinctly to sports content.” Throughout the identity the symbol can morph and adapt to various storytelling modes.
Volk explains that the Study Hall team tried to mimic the rhythms and patterns inherent to sports, forging moments of tension and release. “We looked beyond conventional sports broadcasting references, drawing instead from documentary filmmaking techniques and studying how to capture both physical movement and emotional resonance,” Jeremy says. “Working within Netflix’s established brand framework actually provided valuable creative guardrails.” Concludes Volk: “The challenge wasn’t so much to make Netflix ‘sportier’ as it was to find ways to express the intensity and emotion of sports through Netflix’s unique lens.”
