Netflix Comedy

Netflix Is a Joke marked the company’s first official sub-brand—an identity built to unify every corner of Netflix comedy under one visual and tonal system. The challenge was to design a brand expansive enough to cover everything from stand-up specials and sketch series to social content and live events, while staying connected to the parent brand without ever competing with it. The solution was deliberately simple: a black-and-white foundation, an intentional absence of color that let the comedy itself provide the expression. A custom cut of Netflix Sans echoed the curves of the master logo, maintaining shared DNA while carving out its own irreverent edge. Personality came through in copy, motion, and iconography—dry, sarcastic, self-aware, and a little subversive—embodying the wit and confidence of a brand that understands comedy better than anyone.