18 Twitch Identity Guidelines The Twitch Voice Our voice exists in everything we do, even when words aren’t involved. It defines who we are and how we present ourselves to the world. Our community is vast, passionate, funny, clever, supportive and was born fluent in the language of the internet. Our voice seeks to match that energy setting up our brand as a kindred spirit: the friend who plays games with you. Here are the elements that make the Twitch Voice unique: Mischievous We’ve got spirit and a sense of humor. This whole thing is meant to be fun. And it always is, thanks to the limitless levels of lunatic creativity within our community. When we poke fun, it’s good natured. It’s between friends. And it comes with the understanding that our roast is next. Purposeful We’re here to help. We work hard to set the table, but we know it’s the guests who make it a party. So we do everything to host, guide, and support our community the best we can. Iterative We get things done. Twitch is a work in progress, much like the internet it came from. We embrace our rawness and speak honestly because the community shares our scrappy do-it-yourself spirit. Revolutionary We strive to be different. Our distinct voice comes from a true place - before this there was nowhere for people like us to go. We still carry that fringe mentality as we question the status quo in favor of making something better for all of us. Those principles form the foundation of our voice, but our tone can shift depending on the circumstances. Here are two scales we use to make sure our tone is aligning with specific needs. → Casual How we’d talk to friends. Go ahead and use slang that would be understood by most internet users. Ex. social media posts, most brand marketing Neutral Straightforward. When we’re neutral, we’re communicating something by way of the shortest route possible. Ex. instructions, in product copy Firm Assertive, without ever crossing into aggressive. Ex. Policy updates, apologizing, taking a stance on industry issues Reassuring Lean this way to boost users’ confidence or alleviate concerns. This is the ‘don’t worry, we’ve got you’ tone. Ex. Posting a popular clip on social, announcing a marathon, hyping TwitchCon Encouraging This is where we dial up the welcoming, friendly side of our voice to make users feel like they can and should do it - whatever ‘it’ is. Ex. Event invites, creator tools, new streamer comms Celebratory Lean here when we’re cheering on our community or commemorating something. The most upbeat of tones. Ex. Twitch event announcements, product launches, streamer milestones. Voice Tonal Scales Functional Emotional