In a sitdown amid the excitement of TwitchCon San Diego, Ezekiel III (better known as Zeke on Twitch) discussed the nature of alterations to the color and font of the major streaming site with CEO Emmett Shear. Zeke and Sheal gave a broad overview of the new rebrand campaign, which isn't merely altering Twitch's looks, it's a completely revamped lifestyle and culture, and one that will evolve over time.

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Twitch's new facelift, though hardly noticeable to the occasional user, has already begun to experience some blowback from the more prominent streamers. The update has included an all-new color of purple, shaded-in logo, and even more streamlined guidelines. Shear says it best himself:

"I think that we made a good choice by trying to create a brand that’s really about putting streamers first and making something that can feature their colors and their brand mixed in with Twitch.”

It's an interesting new concept, one that will increase user satisfaction for both casual viewers and everyday streamers. Channel pages will be getting whole new vibrant features, as well, from their actual layout and personalization options to "channel trailers," a revamped discovery tool for new viewers, and stream schedules.

Shear notes how the rebrand wasn’t an attempt to drastically alter the way Twitch operates and confuse its avid users. Instead, the redesign simply entailed a more codependent approach, by blending the company of Twitch with its many users and brands that utilize the platform for their livelihood.

Shear also discussed a great deal of "transparency" being main among Twitch's new focal points. Broadening and expounding upon the site's safety seems extremely important to the CEO.

"We're going to make sure that you find out exactly what moment in your stream, exactly what the guideline was, the reason for the penalty, and you have that full context, so you know exactly what happened."

In a variety of ways, being extremely specific and straightforward in describing guidelines is key to strengthening the way the site is experienced on a daily basis. With a multitude of poorly-received incidents stacking up, from a Brazilian streamer getting unnecessarily banned to posting porn on Ninja's then defunct page, it's clear there's some much-needed cleaning up to do.

Tapping the ridiculous yet hilarious Eric Andre for their "explainer campaign" definitely helps. In order to broaden their scope, Twitch is attempting to find its own voice by describing itself to the people who may not use it as often or simply know nothing about it. As Zeke laughingly denotes, "My mom says, 'My son's a Twitcher.'" What does Twitch do and what does it mean to the world writ large? This is key for the site in its rebranding stage, not only describing itself but understanding its massive community.

Twitch isn't going anywhere. With its day two events well underway, TwitchCon continues to roll out an amazing show that will broaden the way the site is experienced and capture more profound areas of streaming for a more vocal tomorrow.

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