Brand Identity Evolution for Twitch
Twitch’s brand can vanish into UI—or own a whole venue.
Porto Rocha collaborated with Twitch to evolve its brand identity, creating a dynamic, digital-first system that reflects the energy of its livestreaming communities. The redesign modernized core brand elements, introduced 3D illustrations, motion behaviors, and UI updates, and culminated in immersive experiential design at TwitchCon 2023.
Set in Roobert
Insights
- Twitch shows up everywhere, from a stream overlay a few pixels tall to a full venue takeover, so Porto Rocha built the identity to move between simple product UI and expressive live events without breaking.
- Porto Rocha’s solution was a "range rather than a fixed state," making the identity elastic enough to sit quietly behind the interface or scale up without breaking.
- The redesign modernized core brand elements and added 3D illustrations, motion behaviors, and UI updates, culminating in immersive experiential design at TwitchCon 2023.
- Roobert was chosen as the typeface, finished in collaboration with the Prague foundry Displaay, adding a specific typographic anchor to the system.
- At TwitchCon, emotes that are normally seen at only a few dozen pixels were enlarged into physical sculptures, turning a tiny digital asset into the largest object in the room.
- Elizabeth Goodspeed Explores Design Credit Challenges — itsnicethat.com
