Eight years after launch, Twitch gets a new look

Twitch is gearing up for the year in North America, with a new logo, a new purple color and a new font for the brand's streaming site.

The new design is under construction for a year, says Byron Phillipson, creative director of the company. The team went deep, he continued, looking for what makes Twitch Twitch. The idea was to perpetuate the brand and better represent its community of creators. "I think the important thing is that we do not demolish everything," says Phillipson. "Twitch is a brand that interests a lot of people and we want to be very caring about our community." (He added that the number of people wearing the Titch Glitch tattoo has pushed the team to pay more attention to day.)

Nuts and bolts: there is a new purple; there is a new font called Roobert, based on the Moog synth font; there are about 20 new colors; and there is a new problem. The net effect is that the Twitch logo is more elegant and more modern. It's less blocky and much less 2011 than its predecessor. The new font is also accessible, says Tricia Choi, director of design systems, and it is planned to implement a high contrast feature. To this end, the company is recruiting a program manager for accessibility and inclusive design, which demonstrates its ambitions in this area.

The change accompanies a new slogan – "You are already one of us" – intended to accommodate both new creators on the platform who are not necessarily the main audience players from the company and to present the variety of content that already exists. On the platform.

The new look will be paired with an extensive advertising campaign featuring some of the biggest names on the platform to present it to the world. Phillipson says the company plans to bring "new people to Twitch through the vehicle of our creators." This seems to be at the heart of the redesign. Looks like the new look is meant to attract people while keeping the focus on the platform community.

During the research process, the company attempted to identify a framework to guide the redesign. "The monster we decided to fight in our mission was the fear of uselessness," Phillipson said. "Everything we do needs to be done so that the members of our platform – our community – really feel that they matter."