Twitch, the popular live-streaming platform known for its gaming, music, and entertainment content, recently introduced a refreshed brand identity. The rebranding, created by Twitch’s in-house design team in partnership with Brooklyn-based PORTO ROCHA, keeps its most recognizable elements like the “Glitch” mascot, Roobert typeface, and signature purple color scheme while adding new energy to match its growing community of streamers and viewers.
This updated look builds on the foundation of the branding introduced in 2019, which focused on Twitch’s connection to its community and insider culture. The recent redesign takes that energy further, reflecting the platform’s rapid growth and the fast pace of live streaming.
A key update is the enhancement of the Roobert typeface. Working with Displaay Type Foundry, the typeface was adjusted to improve functionality and adaptability across different layouts. These subtle tweaks allow for more flexibility in the platform’s design while keeping the familiar look.
The new logo keeps the previous wordmark but adds depth with a three-dimensional effect, making it stand out more clearly in digital environments. This change enhances the logo’s visibility and dynamism, mirroring the fast-moving world of live streaming.
Another notable feature is using 3D graphics in a fluorescent color palette. These bright visuals create a futuristic and energetic feel, capturing the excitement of the streaming community. The new “sprites” in the design system nod to 1980s TV and movie production logos, adding a touch of nostalgia with a glossy, playful vibe.
The updated identity gives streamers more space to showcase their content. With millions of creators streaming everything from gameplay to music, the new branding offers more flexibility, allowing for a cohesive Twitch experience while letting creators express their individuality.
