The Mixer is a streaming service that supports streaming video games. It appeared in 2016 and was purchased by Microsoft a few months later. The platform received its current name only in 2017. Previously it was known as Beam, but the new owners found this word undignified in marketing and unsuitable for entering other countries’ markets. However, the renaming did not save it: Microsoft executives announced Mixer’s closure from the end of July 2020. One of the reasons for this decision was the slow growth of the audience and the inability to compete with the segment leaders – Facebook Gaming, YouTube, and Twitch.
Meaning and History
The streaming video service did not stand up to serious competition, although it had a recognizable and well-thought-out identity. The latest logo with the two-color “mixer” lettering replaced the logo, which combined two elements: an abstract circle and the word “BEAM.” The rebranding had a positive effect on the streaming platform’s image but did not save it from closing.
On January 5, 2016, James Boehm and Matthew Salsamendi launched a new video service aimed at gamers. It was called Beam, and this word was represented on the emblem. It was written in black italic sans-serif type. The designers followed the grammar by capitalizing the first letter and lowercase the other three.
To the left of the inscription was an abstract sign in the form of two blue-violet figures, which in shape resembled mathematical graphs of functions. They were arranged mirrored, one opposite the other, and half merged at the top. Also, they were connected by a ring passing along the border of the white circle.
2016 – 2017
In August 2016, Beam acquired a new owner – Microsoft. The multinational corporation has done a small redesign, changing the style of the lettering. As a result, the service’s name turned dark gray and acquired a new font, which the upper serif could recognize at “B” and the shortened horizontal stroke at “A.” All letters were in uppercase.
The graphic sign also did not go unnoticed. The designers changed the shape of the merging shapes so that the dark-colored connection point is circular.
2017 – 2020
Microsoft had renamed its video streaming platform, so it had to change its logo again. For the new name, she chose a stylized font that is completely different from previous versions. The word “mixer” is written in lower cases and divided into two parts – dark blue and light blue. The border is exactly in the middle of the “x,” which affects the symbol’s appearance: it looks like it consists of two triangular brackets. This logo was used until July 22, 2020. Then the service stopped working, and all users were automatically transferred to Facebook Gaming.
Font and Colors of the Evolution
The wordmark of the Mixer platform is directly related to its name. It symbolizes the fusion of different parts into one whole and reflects the service’s main purpose – to unite people (in this case, gamers) located in different parts of the world.
The custom font used to create the logo is serif-free and has smoothly rounded strokes. Due to the characteristic “x,” it seems that the inscription is divided into two parts. Each half is painted differently: the left side is completely blue, and the right side is blue. The background is traditionally white.