( CNN ) -- Netflix has a new logo , but you 're forgiven if you did n't notice . The video-rental service has quietly debuted new branding on recent trailers for `` Orange is the New Black '' and its other original series . It replaces the white , shadowed letters and red backdrop of Netflix 's iconic logo with a cleaner look comprised of flat red letters against a white background . No big deal , right ? Companies update their corporate logos all the time . But here 's the strange part : Netflix acts as if the new logo does n't exist . The company did not respond to e-mails and phone messages from CNN seeking comment on the new look . They 've ignored requests from other media outlets , too . Nor has Netflix mentioned the new logo on its social media pages , its website or even its iconic red DVD envelopes , which continue to show the traditional branding . What gives ? Corporations typically make a big fuss when they tinker with an established logo . Witness Yahoo , which turned the rollout of its new logo in September into a monthlong event . `` Maybe Netflix is afraid that loyal customers will be disgusted by the new design , like what happened with the Gap a few years back , so they 'd like to pass the baton from one logo to another slowly and quietly , '' wrote Mark Wilson for Fast Company . `` Or maybe Netflix just is n't all that organized and has n't made a decision as to what it 's doing yet . '' Either way , early reviews of the new look were predictably mixed . `` Even blurry it 's so much better than the previous one , '' said a post on Brand New , a blog about corporate identity , under the headline , `` Shadowless is the New Black . '' `` It has a cleaner look without the stroke and shadow , and the less generous letter-spacing makes it feel more like a cohesive unit . '' But a commenter on Reddit called the new logo a significant downgrade . `` The previous logo is so evocative of cinema , and it still looks pretty sharp , '' wrote the user , who goes by recklessfred . `` I can see why they 'd want to move away from a logo that says 'this service is mostly for movies ' since they 're making a big push for original TV-style content , but this revision loses the cinema aspect without gaining anything to replace it . '' Netflix to Al Franken : Comcast takeover would harm consumers . CNNMoney : Can Netflix keep competitors at bay ? Netflix , Amazon : What 's new in May .
Netflix has quietly debuted new branding on trailers for its original series . It replaces the shadowed letters and red backdrop of Netflix 's iconic logo . Netflix has declined to comment on the new look . Design blogger : `` Even blurry , it 's so much better than the previous one ''