Twitch’s Vibrant Rebrand: A New Logo, Palette, and Typography
August 07, 2023
Popular streaming platform Twitch has recently refreshed its brand identity, introducing a vibrant new logo, colour palette, and typography. The rebrand aims to better reflect the energy and creativity of the platform’s creators, making its brand assets more adaptable.
In celebration of the launch, Twitch created a dedicated webpage, “Meet Your New Twitch,” where users can explore the rebrand through interactive features and a short film. This film provides a glimpse into how the new brand assets will appear across the platform, on social media, and in advertising.
Twitch’s new logo retains the DNA of its predecessor, sporting bold, blocky letterforms that convey a sense of strength and playfulness. The platform has confirmed that it will continue to use its message bubble mascot named Glitch.
Colour is at the forefront of Twitch’s new identity. A bolder and more vibrant Twitch purple has been introduced, complemented by black and a white shade named ‘ice.’ These colours will be used in gradients and photography, creating an adaptable, flexible core palette.
In addition to the new palette, Twitch has unveiled a custom typeface called “Roobert,” a tribute to Robert Arthur Moog, the inventor of the first commercial synthesizer. This geometric, mono-linear, serif font aims to project a sleek, modern, and clean look.
Twitch also plans to expand its use of emotes, combinations of emojis and images. Across its site to reflect the language used in user chats.
With this rebrand, Twitch joins a list of brands that have refreshed their identity this year, including the Swedish accessories company Happy Socks. Twitch’s new visual identity, much like its platform, aims to be a space where creativity, energy, and collaboration thrive.
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