What is streaming on the N? Maybe that’s how Netflix will be referred to after the leading SVOD platform this week quietly introduced a new logo consisting of the letter N. It appeared on Netflix’s Instagram, Facebook and Twitter profiles Monday and is getting integrated into the service’s mobile app.

This is not a case of rebranding, though. Netflix already forged its own path by releasing entire seasons at once, and now it is defying marketing conventions too, by keeping the original Netflix logo while also using the new one despite the common notion it that could create brand confusion.

“We are introducing a new element into our branding with an N icon,” the company said in a statement.”The current Netflix logo will still remain, and the icon will start to be incorporated into our mobile apps along with other product integrations in the near future.”