For its Icon, Netflix uses the same style and color palette, as for its official emblem - red and black.

Over the last years, the Netflix logo and icon have become one of the most recognizable visual identity elements all over the globe. The color scheme has also been tweaked, although red has preserved its role as the most prominent color. The updated wordmark looks very much like the previous one, but it utilizes a more contemporary font with the drop shadowing removed. According to Gretel, it conveys two ideas that are crucial for the Netflix service: an infinite catalogue and custom-curated selections. The core visual metaphor for the new logo was a stack. To create the new brand identity, a New York-based design firm called Gretel was commissioned. Simultaneously, the company launched a new website.

The current Netflix logo debuted in 2014. It looks like a red ribbon folded over itself so that it forms the “N” character. It is worth mentioning that the new emblem was not just taken from the logo, but created from scratch. Having replaced the wordmark with one letter, the company got a chance to better compete with all the other things visible on a mobile screen. The need for it arose with the spread of mobile apps and social networks, where the full Netflix wordmark did not work well. It was not a replacement for the current wordmark but rather a small-sized alternative. In June 2016, Netflix presented a new letter emblem consisting of a solitary “N”. It featured the word “Netflix” in a sans-serif font on the red background. Only three years after the company was launched, it adopted a new emblem. The logotype in the lowercase was written in thin white lines of a modern square sans-serif typeface, with the dot above the letter “I” replaced by a yellow square frame with rounded angles, resembling a TV-screen. It was a solid black oval badge, stretched horizontally and enclosed between two rounded yellow brackets. In 2000 Netflix introduced a new version of the logo, which only stayed with the company for a few months. The earliest Netflix logo featured the name of the website, with the celluloid film separating the “T” and “F” characters.

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