Many of us are all too familiar – in some cases, perhaps too familiar – with Netflix’s logo animation. The familiar red ‘N’ serves as an introduction to the ever-growing collection of popular Netflix original shows and films such as Stranger Things and Bird Box.

While this graphic has left an imprint in the minds of many, the American streaming service has now revealed an updated version of the introductory graphics, with plans of it being implemented across all original shows and movies premiering on or after February 1.

Netflix revealed the updated logo to their followers on Friday, showcasing a new ribbon version of the classic logo which warps the audience through a spectrum of vertical light. The new logo, and the subsequent buzz it has generated, serves to underline the importance of strong motion graphics in video.

Each colourful strip of ribbon in the barcode visualisation represents each of the Netflix original show thumbnails turned sideways, and to many, the new animation depicts a collection of records on a shelf.  Despite the visual update, the audio will remain the same as used by Netflix today.

Netflix has gone through a whirlwind of changes since it began in 1997. The company has transitioned from a DVD-by-mail service to a streaming service, and now to a pioneering powerhouse, both feared and admired by media companies around the globe.

The TV Goliath is rapidly building its reputation for original content, after having spent an incredible US$8 billion on original content last year and releasing 88 percent more original programming in 2018 compared with 2017.

While the sequence is just a few seconds long, the new animation serves to build some hype around the originals collection. Prior to this introduction, viewers of the Netflix original shows were exposed to a white screen followed by the familiar ‘N’ logo. Now, a movie theatre black screen introduces the original shows, creating a more powerful cinematic experience for viewers.

“It shows the spectrum of stories, languages, fans, and creators that make Netflix beautiful – now on a velvety background to better set the mood,” reported the Netflix via its company news Twitter account.

A Netflix spokesperson told FastCompany its in-house design team worked with an independent agency for two years in order to create this refreshed piece of branding.

When asked his opinion on the new Netflix design, JMP UK’s video editor, Conner Foley (pictured), said: “It’s incredibly encouraging to see huge brands like Netflix working with smaller agencies similar to our own to update their image. There is a wealth of talent in the indie film scene and the fact names as big as Netflix can see this is very optimistic.

“In terms of branding, a major company changing their logo used to be the big thing – but these days a new animated logo can be an equally big deal, especially when the brand is Netflix. It’s encouraging that the importance of motion graphics is being recognised and discussed.”