It behooves many large brands with large marketing budget to commission a custom typeface for use in their brand marketing materials, especially if there is the potential for millions of people to see the advertisements. License fees for stock photography and typefaces can be very affordable for most businesses. However, these license fees are typically based on how large the expected audience is, including number of impressions for digital media, and can be very expensive for multi-national corporations with vast online and print marketing needs.
Netflix is now following in the footsteps of Apple Computers, who fairly recently rolled out their typeface San Francisco, with a custom typeface called “Netflix Sans” which will replace Gotham in all materials.
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