Responses by Pentagram
Background: Queue is the new journal from the global streaming service Netflix. Presented in an oversized format, the publication offers a place for the diverse Netflix family to share their stories and give readers insights into the process of creating great entertainment for the platform and beyond. Pentagram worked closely with Netflix to create the look and feel of the journal, including the name, brand identity and editorial design, as well as art direction and messaging.
Reasoning: Pentagram and Netflix developed the name Queue, a callback to when the company first went into streaming and members would add shows to their lineup of what to watch next on the platform. The journal’s tone of voice and visual personality is smart, engaging and universal, in line with Netflix and its programming. The page map evolves the hierarchy of a traditional magazine structure for something more organic and free flowing. Quick pieces are mixed in with longer takes, creating a Netflix-like variety of options that readers can browse, and then settle in for longer articles and interviews.
Challenges: Extending the Netflix experience to a journal that would engage audiences and showcase talent in a way that felt true to the brand. Netflix produces and presents a wide range of content across different categories—everything from signature television series like Orange Is the New Black and Stranger Things, to original films and documentaries like Roma and Our Planet, to music and comedy specials. The publication had to accommodate this variety while still feeling cohesive.
Favorite details: Like the programming on Netflix, the journal is filled with striking visuals, including cast portraits and behind-the-scenes photos, as well as a wealth of illustrations. Pentagram partner Giorgia Lupi contributes a data visualization called “Film Strips” that maps the network of credits among a “constellation” of stars who have worked together across multiple projects in multidisciplinary roles, both inside and outside the world of Netflix.
Visual influences: For inspiration, the team looked at stylish journals as well as classic movie magazines of the 1950s and 1960s, which gave readers insider access to stars and production in a fun, glamorous way. Netflix viewers love to talk about their favorite shows, and Queue gives them a place to start, encourage and inform the conversation.
Specific demands: Netflix wanted Queue to set itself apart yet still feel like part of the Netflix brand universe. The iconic red Netflix monogram shows on the spine, and the brand colors of red, black and white are subtly integrated into the cover and table of contents. The cover design features a large letter Q with the new “Queue” logotype as the tail. The letter doubles as a portrait frame and a window into the world of Netflix.
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