Twitch Brand Identity
by Collins, for Twitch
Twitch, which was founded in 2011, soon established itself as the leading streaming platform for live gaming, before expanding its scope to include broadcasts of esports competitions in addition to music broadcasts and other creative content.
As the brand had reached something of an impasse Collins was brought in. Looking at Twitch’s established and specialist community the consultancy had to either “add more seats to the table or close the doors”, it says.
Our judges saw this as a brave move which led to an exciting creative direction. Collins understood that the platform needed a new identity reflecting the company’s “expanding inclusiveness”. The starting point was positioning the brand not as leading from the front but by playing a supporting role for its users to shine.
The branding could then help the users see it for what it was, a supporter that “has your back from start to finish” and “believes in your potential”, according to Collins.
While the purple colour palette was kept from the old brand, it was layered up with bright tones to “showcase the energy, diversity of talent and audiences who are joining the platform around the world”, Collins says.
This is the first graphics winner we have had for several years and although the competition for Best in Show is always tough and several projects ran it close, our branding expert judges scored it and counter scored it with consistently high marks and praised it for the strength of the concept and the execution.
The Twitch wordmark is set in a new custom typeface, a new graphic language has been created with icons which together feel perfect for this kind of brand. Meanwhile, a new photography style visualises what Collins calls “a ‘level up’ approach for Twitch Creators”, who are “invited to enter this new world and be part of it”.
The tone of voice and copy tie everything together with phrases like “You’re one of us”, which speaks directly to the users and nobody else.
The judges said: “The direction of the concept was in itself a brave move; a calculated risk. This identity understands its audience, speaks to them directly and boldly while making them feel part of something. Perfect execution and a clear tone of voice.”
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