Twitch Brand Book

Identity Guidelines (Speedrun Edition) V 2.0, 01.07.21 Twitch Identity Guidelines 1

Here’s the thing: Not everyone’s going to get it. Staring at a screen was fine for a while, but canned content had its day. We’re building something better, and we’re not alone. From everyone in chat, to the streamers making sure the show goes on. We’re a collective cast of millions going all-in to make moments together, directing the action as we watch it. We don’t always know what’s next, and we like it that way. Because multiplayer is everything—our how and our why. It’s powered by all of us. And for some reason, by Bob Ross too. This started as a place to stream. Together, we’re making it Twitch. Twitch Identity Guidelines 2

Logos Wordmark → Clearspace → Our most recognizable element, the new Twitch wordmark contains the DNA of our previous iteration to give a sense of nostalgia and evoke our roots in gaming. Wordmark: This is our representational mark. Primarily used internally on our owned channels, and in partnerships when locked up with other logos. Extruded Wordmark: Our primary logo, the extruded, dimensional logo is the core expression of Twitch and is used primarily in outbound comms when we want to be the most expressive. And let's not forget: Extruded Clearspace → Wordmark → Glitch: The quickest way of saying ‘Twitch’ without spelling it out, Glitch represents everything about us and our community through an ownable mascot. You can find a more detailed explanation on when and where to use each version of the logo to the right. Glitch → Clearspace → x x 1/2 x x x Twitch Identity Guidelines 5

Logo Lockups Internal lockup → Sometimes our logo likes to team up with other logos or copy. With the proper spacing, it’ll play nice with almost anything. Here are some guidelines for those instances. Cap Height X-Height Partnership lockup → Cap Height Center Twitch Identity Guidelines 6

Color Core Palette Twitch Purple Black Ops Ice Our core colors are how we express ourselves R 145 C 57 R 0 C 100 R 240 C 10 in the most direct, Twitch way possible. G 70 M 60 G 0 M 80 G 240 M 4 B 255 Y 0 B 0 Y 40 B 255 Y 2 The Core Palette consists of three swatches: K 0 K 90 K 1 H 0 H 240 H 264.32 S 0 S 6 ●Twitch Purple (of course!) S 72.55 B 0 B 100 ●Black Ops B 100 ●Ice HEX 000000 HEX F0F0FF HEX 9146FF PMS Black 6C PMS 656C Usage PMS 814 C When designing for digital, use RGB. When designing for IRL, PMS is preferred. CMYK is the acronym of last resort. Twitch Identity Guidelines 8

Color Muted Twitch Secondary Palette Secondary colors and gradients are for when Ice Jiggle Worm Isabelle Droid Wipe Out we activate turbo mode. They’re like our R 240 C 10 R 250 C 0 R 250 C 0 R 254 C 2 R 190 C 26 R 0 C 80 ultimate move. G 240 M 4 G 180 M 32 G 205 M 26 G 238 M 2 G 250 M 0 G 200 M 0 B 255 Y 2 B 255 Y 10 B 205 Y 20 B 133 Y 59 B 225 Y 14 B 175 Y 40 K 1 K 0 K 0 K 0 K 0 K 0 H 240 H 296 H 0 H 50 H 155 H 172.5 S 5.88 S 29.41 S 18 S 47 S 24 S 100 B 100 B 100 B 98.04 B 99 B 98.04 B 78.43 HEX F0F0FF HEX FAB4FF HEX FACDCD HEX FEEE85 HEX BEFAE1 HEX 00C8AF PMS 656C PMS 920C PMS 9261C PMS 621C PMS 3255C Smoke Widow Peach Pac-Man Felicia Sonic R 210 C 12 R 190 C 30 R 252 C 0 R 255 C 0 R 87 C 58 R 0 C 100 G 210 M 8 G 170 M 25 G 102 M 75 G 202 M 22 G 190 M 6 G 20 M 75 B 230 Y 8 B 255 Y 0 B 117 Y 40 B 95 Y 72 B 230 Y 3 B 165 Y 0 K 22 K 0 K 0 K 0 K 0 K 0 H 240 H 264.32 H 352 H 39 H 196 H 232.73 S 8.7 S 72.55 S 59 S 62 S 61 S 100 B 90.2 B 100 B 98 B 100 B 90 B 64.71 HEX D2D2E6 HEX BFABFF HEX FC6675 HEX FFCA5F HEX 57BEE6 HEX 0014A5 PMS Cool Gray 3 PMS 270C PMS 2147C Accent Dragon Cuddle Bandit Lightning K.O. Mega R 130 C 68 R 250 C 0 R 255 C 10 R 250 C 0 R 190 C 12 R 0 C 45 G 5 M 78 G 30 M 78 G 105 M 7 G 250 M 0 G 255 M 0 G 250 M 0 B 180 Y 0 B 210 Y 0 B 5 Y 0 B 25 Y 100 B 0 Y 80 B 250 Y 0 K 0 K 0 K 4 K 0 K 0 K 0 H 282.86 H 310.91 H 24 H 60 H 75.29 H 180 S 97.22 S 88 S 98.04 S 90 S 100 S 100 B 70.59 B 98.04 B 100 B 98.04 B 100 B 98.04 HEX 8205B4 HEX FA1ED2 HEX FF6905 HEX FAFA19 HEX BEFF00 HEX 00FAFA PMS 2084C PMS 806C PMS Orange 021C PMS 803C PMS 395C PMS 9464C Nights Osu Sniper Egg Legend Zero R 65 C 85 R 190 C 45 R 250 C 0 R 0 C 50 R 105 C 40 R 30 C 100 G 20 M 100 G 0 M 100 G 40 M 95 G 250 M 0 G 255 M 0 G 105 M 15 B 95 Y 0 B 120 Y 50 B 40 Y 100 B 5 Y 85 B 195 Y 25 B 255 Y 0 K 10 K 60 K 0 K 0 K 0 K 0 H 276 H 322.11 H 0 H 121.2 H 156 H 220 S 78.95 S 100 S 84 S 100 S 58.82 S 88.24 B 37.25 B 74.51 B 98.04 B 98.04 B 100 B 100 HEX 41145F HEX BE0078 HEX FA2828 HEX 00FA05 HEX 69FFC3 HEX 1E69FF PMS 2617C PMS 233C PMS 032C PMS 802C PMS Green 0921C PMS Process Blue C Twitch Identity Guidelines 9

Color Core Palette Wordmark → Logo Color Pairings There are only four color pairings we use when creating ‘core communications’. They are: Solid Backgrounds: 1. ●Twitch Purple on ●Ice 2. ●Black Ops on ●Twitch Purple 3. ●Twitch Purple on ●Black Extruded Wordmark → Glitch → Twitch Identity Guidelines 11

Typography Weights Headline: Roobert SemiBold Our brand typeface, Roobert, comes in six 80/80/-20 → weights from light to heavy. Hello We most commonly use Regular, Medium, Bold, and Semibold. Light and Heavy should be left for special instances. Meet our typeface: Hello Styles Roobert comes in twelve styles including a full set of italics that can be (tastefully) used to add emphasis. Twitch Roobert Hello Highlight/Call Out Hello Roobert Large 30/33/-15 → 01→ Light Hentorro et et 02→ Regular quam is utam Hello 03→ Medium idem abba. 04→ Semibold Body Small 05→ Bold Roobert Medium, 11/14,0 → Hello Suntore, idus non rem custecus, si 06→ Heavy audia quaepedis diorroreius eatur? Hentorro et et quam is utam idem siti ipsunt et, sitae et unt ut ped eicias venihilitas adipideri occulparibus Hello quaspellabor aut ius vita. Body: Roobert Medium 16/20/-10 → Suntore, idus non rem custecus, sitae et unt ut ped eicias Diorroreius eatur? Hentorro et et si audia quaepedis diorroreius venihilitas adipideri occulparibus quam is sitae et unt ut ped eicias eatur? Hentorro et et quam is quaspellabor aut ius vitae pero venihilitas adipideri occulparibus utam idem siti ipsunt et, molest aboribusto voluptatiist quaspellabor aut ius Twitch Identity Guidelines 12

Layout When laying out typography, don't be afraid Lorem Lorem ipsum dolar to keep things simple. Make it punchy and not sit amat. Sumquodis too intricate or complex. Avoid using more Lorem et, omnis di arum than 3 type styles and make sure to keep ipsum dolar things tight and organized. sit amat ratias dolo volum id Ipsum mantis quae. Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete verupid quatem rem asdnet verupid quatem rem asdnet verupid quatem rem asdnet verupid quatem rem asdnet verupid quatem rem asdnet verupid quatem rem asdnet verupid quatem rem asdnet verupid quatem rem asdnet verupid quatem rem asdnet adantris aqui exceproria adantris aqui exceproria adantris aqui exceproria adantris aqui exceproria adantris aqui exceproria adantris aqui exceproria adantris aqui exceproria adantris aqui exceproria adantris aqui exceproria volupitincte pa dolorep ers . volupitincte pa dolorep ers . volupitincte pa dolorep ers. volupitincte pa dolorep ers . volupitincte pa dolorep ers . volupitincte pa dolorep ers. volupitincte pa dolorep ers . volupitincte pa dolorep ers . volupitincte pa dolorep ers. YES YES YES Headline top left and body copy bottom Headline centered top, body copy bottom Headline left-aligned, body copy bottom Lorem Lorem ipsum dolar Lorem Lorem Lorem ipsum dolar sit amat Lorem Sit amat Lorem Nus doloriost alicia corete Nus doloriost alicia corete Nus doloriost alicia corete aut et anto verupid quatem rem asd verupid quatem rem asd verupid quatem rem asd exceproria volupitincte pa exceproria volupitincte pa exceproria volupitincte pa dolorep erspiducient plit. dolorep erspiducient plit. dolorep erspiducient plit. Lorem YES YES YES Headline centered and body copy bottom Headline split: Centered top and bottom Streaming Effect: Crop & Repetition Twitch Identity Guidelines 15

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

Twitch Guidelines (Speedrun Edition) — 01.07.21 Please note that many of the photographic If you are having double with anything in images used in these guidelines are not this guide, you are missing brand elements owned or licensed by Twitch, and are intended from the Brand Package, or you are unsure only to illustrate the brand mechanics. Under if your communication best represents the no circumstance should you use any photo Twitch Brand, please contact the Twitch or example in the guide for any kind of public design team. facing communications. Always ensure that you have the approval of the appropriate copyright owners before using a photographic image in a Twitch communication.