The dualistic identity system for Netflix Sports captures sweat and soul

The tie-break set of a grand slam final, the nail-biting final laps of a championship-deciding grand prix, a race against the clock to the goal line – these are the incredible moments that make watching sport an all-encompassing experience. We witness instances of superhuman endurance alongside euphoric highs and crushing lows. But, swept up in the narrative, it’s easy for us to forget the human beneath the carbon fibre, kit, and muscle. Netflix, in its collection, Netflix Sports, has gathered stories that remind us that an athlete is more than their last win or loss. In designing the identity for the collection, California-based design studio Study Hall, returning to collaborate with the streamer, focuses on this innately human element, delivering a gritty, dynamic, and bold look to convey the raw emotion and intensity of the stories. As Creative Director Jeremy Volk explains, they capture both aspects of what makes sports stories so captivating – the physical intensity and the emotional depth – through an adaptable dual-mode system that smoothly transitions between high-energy events and more intimate personal narratives, comprising of “high-contrast, dynamic elements to convey athletic intensity, balanced with more subdued, documentary-style treatments for emotional moments.” Colour, the ultimate mood barometer, plays a crucial role in helping the identity system navigate and amplify the desired emotions. “We developed an expanded palette that retains Netflix’s brand recognition while introducing vibrant, energetic tones,” Volk adds. This, paired with the highly adaptable, highly recognisable, and highly impactful Netflix Sans and evocative copy, ensures that the system can transition through the whole spectrum, connecting the audience with the right mood for each sporting moment.