Twitch has rolled out a fresh brand identity, five years after its latest visual update. The leading streaming service offers numerous opportunities for gaming enthusiasts, as well as those talented in music and other entertainment arts. Acquired by Amazon ten years ago, Twitch boasts an enormous audience of over 100 million visitors every month, while TwitchCon, held twice a year, attracts over 40,000 visitors in the United States and Europe. Attendees at the recent TwitchCon 2024 were introduced to the platform’s new identity, created by Porto Rocha, a design studio based in Brooklyn, New York.
Refreshing the service’s look, the studio carefully respected Twitch’s main visual assets, including the iconic logo, branded purple color, and the Glitch mascot. With this in mind, they outlined the general direction and possible moves for the rebranding. Although Twitch already had a recognizable identity, the brand still needed, according to Porto Rocha, something that would inject more energy into its visuals.
Thus, Twitch’s core elements were slightly adjusted, forming the foundation to introduce new features. As the Roobert typeface is another crucial element of the brand, special attention was paid to typography. Displaay Type Foundry, which created the font in 2018, developed a modified version that allowed the joint team to create a simpler visual system, enhancing compositions with new designs.
Building on the brand’s basic features, the new Twitch motif focuses more on the digital 3D world. The visuals are dominated by dimensional illustrations, emoji-inspired symbols and characters, and “sprites.” These elements are further amplified by dynamic gradients and a series of photographs highlighting gamer culture on the platform. Another facet of Twitch’s new hyper-digital world is animated imagery that reflects how streamers and other users interact with each other.
The 2019 Twitch redesign by Collins studio, which introduced Roobert into the brand’s identity, brought an energetic focus on the user interface and usernames. However, that overhaul now seems modest compared to what Porto Rocha has created, making every effort to showcase Twitch’s explosive energy.
The Twitch logo has retained its general design, but the design team also presented a stunning 3D version of the wordmark with a sleek and solid-looking drop shadow, aligning with the platform’s new universe.
Twitch’s interface has also been naturally updated. The main idea behind the UI was to highlight the stream itself and the content offered by streamers. The connection between the brand and its product, as well as between streamers and their audiences, is expressed through various shades of Twitch Purple and rounded modules that flex from UI to brand communication.
Overall, it’s a fantastic update that elevates the Twitch brand to the next level, revealing the essence of the service with its countless opportunities. This is vividly showcased in bold and engaging applications combining various motifs, colors, and photos, perfectly capturing the unstoppable energy of Twitch.
