The new logo will appear before all originals released following the 1 February and will be retrospectively added to other TV series and films over the coming months.
"Starting today (1 February)," the streaming service wrote on Twitter, "there’s a new logo animation before our originals.
"It shows the spectrum of stories, languages, fans and creators that make Netflix beautiful — now on a velvety background to better set the mood.”
The animation sees the letter "N" burst into an array of colour, wrapping the screen in an array of light.
A spokesperson for Netflix told the Fast Company that the "barcode visualisation" was meant to give originals a more cinematic feel and was inspired by "the idea of turning Netflix’s own show thumbnails sideways, like records on a shelf."
The spokesperson also said that the Netflix in-house design team worked with an independent agency for two years to develop the new animation.
Netflix are no doubt hoping the new branding will set its original content further apart from competitors, as Disney and Apple entering the streaming arena.
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