Twitch rebrands with bolder look and refreshed assets

Streaming platform Twitch has rebranded with an updated logo, colour palette and typography to better reflect the vibrancy and energy of its creators while making its brand assets more flexible.

To celebrate the launch of its new brand identity, the platform designated a webpage called “meet your new Twitch” for users to explore the rebrand with interactive features and a short film that showcases how the new assets would look like on the platform, on social media and on advertising mediums.

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“Twitch is a beautiful mess, and that’s a huge part of what we all love about it,” said Twitch on its site. “And that includes building a structured brand system that focuses their limitless creativity so they create even more—together.”

Twitch has incorporated the DNA of its preceding logo with bold and blocky letterforms for a strong yet playful new logo and reaffirmed that it will be keeping its message bubble mascot named Glitch.

As part of the new identity, Twitch has unveiled a new bolder and more vibrant Twitch purple colour that will be accompanied with black and a white colour called 'ice' for its refreshed core palette which includes the use of gradients in extrusions and photography.

“Alongside purple, our colours can blend, adapt, and change. They represent the collaborative relationship between Twitch and its creators, and much like the relationship itself, they’re magical,” continued Twitch on its site.

The new custom typeface, titled “Roobert” was designed to celebrate Robert Arthur Moog, the inventor of the first commercial synthesiser and is a mono-linear, geometric font in the serif font family that aims to convey a sleek, clean, and modern look.

According to Twitch, the site will also be expanding its use of emotes, a combination of emojis and pictures, across its site to acknowledge the use of the lexicon in chats by its users.

Twitch joins a host of brands who are rebranding this year. Recently, Swedish accessories company Happy Socks refreshed its brand identity with an updated logo, product labels and on-product branding. To celebrate its new look, the vibrant sock brand collaborated with 18 artists to launch a collection in celebration of its new look. 

Working with Paris-based agency Yorgo&Co, the new visual identity aims to stay true to its core values of being bold, happy and ever-playful while also connecting with and inviting customers into the world of Happy Socks.

“My first intention was to iconise the brand, adding an icon to an already iconic house,” said Yorgo Tloupas, art director from Yorgo&Co. “But that symbol had to stand out, to express happiness, and to be uniquely evocative of the name Happy Socks in its shape.”

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