Netflix is taking an unconventional approach to its branding.
The company dropped a new logo — and it dropped the “etflix” in favor of a simple red “N.” It appeared on Netflix’s Instagram, Facebook and Twitter profiles Monday, and the ensign will also soon be the face of Netflix’s (Tech30) mobile app.,
What’s unusual is that the company also plans to continue using its old logo as well — “Netflix” spelled out in red letters on a white background.
Traditional marketing adage says multiple logos is risky because it can create “brand confusion,” says Sterling Marketing founder Karen Leland, like when Coca-Cola (launched New Coke in 1985. It was a massive failure.)
Netflix’s decision, could be driven by “the way the logo will appear on social apps,” Leland added. “A lot of people are accessing those on their mobile devices,” and the slimmed down design could be an attempt to save space on a smaller screen.
This article was originally published in CNN Money.