Squid Game is a Sleeper Masterclass in Branding

Squid Game was a hit from the moment it aired, but the success goes more than just skin-deep. The Netflix series has an unmistakably bold and consistent visual identity, with jarring colors and outsized shapes. From the angular, geometric logo that reflects the mysterious nature of the games, to the now-iconic circle, square, and triangle icons that appear throughout the players’ ordeal, every design choice communicates intentionality. Even the striking pink and teal color palette makes the sharpest color palette, which serves to highlight the tensions between fear and the unknown. These elements show how intentional design can create a cohesive and memorable brand, even in unexpected places like a Netflix binge thriller!