Twitch gets a new look for this year's Twitchcon in North America, with a new logo, a new purple color and a new font for branding the streaming site.
The new design is a year in the making, says Byron Phillipson, executive creative director of the company. The team went deep, he went on and went in search of what Twitch Twitch makes. The idea was to make the brand future-proof and to better represent the maker community. "I think the important feature is that we don't break everything down," says Phillipson. "Twitch is a brand that many people love, and we want to be very attentive to our community." (He added that the number of people with the Twitch glitch tattoo gave the team some extra attention.)
The bolts and nuts: there is a new purple; a new font has been named Roobert, which is based on the Moog synthesizer font; there are around 20 new colors; and there is a new glitch. The net effect is that the Twitch logo looks slimmer and more modern. It is less blocky and much less 2011 than its predecessor. The new font is also accessible, says Tricia Choi, director of design systems, and there are plans to implement a high-contrast feature; To this end, the company hires a program manager for accessibility and inclusive design, which indicates his ambitions in that arena.
The change comes with a new slogan – "You are already one of us" – which is intended to welcome both new creators to the platform that are not necessarily the core audience of the gamers' business and to show the variety of content that already exists on the platform.
The new look will be combined with a large advertising campaign with some of the platform's biggest names to introduce it to the world. Phillipson says the company plans to "bring new people to Twitch through the vehicle of our makers." That seems to be the core of the redesign. It feels like the new look is meant to attract people and at the same time keep the focus on the community of the platform.
During the research process, the company tried to identify a framework to guide the redesign. "The monster we wanted to fight in our mission was the fear of irrelevance," says Phillipson. "Everything we do must be at the service of ensuring that the people on our platform – our community – really feel that they matter."