In early 2012, Netflix announced the branching off of their DVD service from their Streaming service. The DVD service was to remain named Netflix, and the older service of DVD delivery was to be named Qwikster. According to CEO Reed Hastings the split of the services would allow the company to be more efficient and versatile. The split was also said to be advantageous for the viewers that wanted the one of the two services that Netflix offers. Shortly after the ill-fated plans were announced, it was discovered that the branding split would increase monthly fees for viewers. Millions of subscribers sent a clear message through internet activism in protest of the new brand extension. Fearing for the brand's future success, Hasting's cancelled the brand extension in hopes to cut it's losses.
A primary issue that Netflix faced in their brand extension, other then the increase in monthly fees, was its ability to relate to it's sister brand. My branding and marketing class at PNCA, Pacific Northwest College of Art, was asked to redesign a logo under a new name to experiment with this media branding failure. After much thought I renamed the Qwikster brand to Postflix in hopes to relate to it's sister brand Netflix. This clearly distinguished that one service is for streaming (Netflix) and another is for DVD mailing (Postflix). Below you will find a link to an article discussing the split, my version of the new logo, and an example of the mailing envelope. Enjoy.
Link to an Article on the Failed Netflix Expansion: