![]() ![]() In a 2020 article for The Conversation entitled Typefaces have personality - and can be political, describes the ways in which research demonstrates that typefaces do, in fact, influence the way we think about politics and political candidates. In the world of big data and trackable click counts this allows foundries to make extra money when the companies licencing their fonts are (presumably) making more money, while saving companies money whose impressions aren’t as high. ![]() For example, one of the world’s largest font foundries, Linotype, offers digital font licencing packages for 1, 4, or 10 million ad impressions. This is similar to pay-per-click advertising that the giants Google and Facebook have pioneered. He also noted that many foundries are moving towards an impression-based licensing model for their typefaces in digital spaces. Netflix’s brand design lead, Noah Nathan, explained that creating their own typeface provided an opportunity to add an ownable piece that contributes positively to their brand aesthetic. So they created their own using the talents of an in-house design team at Netflix, in collaboration with Dalton Maag font foundry. According to, Netflix was paying literally millions of dollars each year to license the typeface at such a scale. Streaming giant, Netflix, used the typeface up until 2018, when in an effort to reduce its font licensing costs, they created their own custom typeface: Netflix Sans. ![]()
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