Kick has a shiny new rebrand look that’s meant to embody it’s mantra of livestreaming “from every angle,” and while early opinions on it are mixed, one thing’s for sure: it makes an impression. The site’s many users are now left wondering at the reason for it, and what might come next.
Kick has now shared that the streaming platform is debuting a “maximalist” design that’s meant to embody “unfiltered creativity.” Kick is seemingly leaning into its focus on uncut self-expression with taglines like “Where human creativity breaks free” and “Every perspective, every belief, every unique angle belongs here.”
As Kick inspires its streamers to be “deliberately different” and “chaotically creative,” it has also picked up a theme that blends skater-punk grunge with old-school tech. This includes such bold imagery as graffiti-covered cassette players and venus fry traps with stickers on them. The streaming platform states that its rebrand is meant to represent its “big Kick energy.”
Kick’s new redesign is meant to inspire streamers to “tap into their originality” and not be afraid to express themselves. It is perhaps a way for the streaming platform to further separate itself from video rivals Twitch and YouTube.
Kick has now been around for three years. The platform immediately managed to shake up the streaming scene with its subscription revenue split that was generously oriented towards streamers, delivering to them 95% of subscription revenues. That was a major break from the established 50/50 model on Twitch, and gave many streamers reason to consider making a move across platforms.
Twitch’s greater leniency towards a broader variety of content also played a role. At a time when Twitch was banning streamers for showcasing betting and gambling content, Kick was willing to welcome it. This has appealed to many streamers who have made the switch, including Felix “xQc” Lengyel, who was offered a big-money deal to migrate to Kick, and Adin Ross, who had previously been at odds with Twitch and was happy to find a new home for his content.
Kick has repeatedly proven itself willing to embrace all forms of expression on its platform, and this rebrand does speak to that continued willingness.
Kick’s new branding. Image credit: Kick
But while the platform has to date been known largely for its more divisive content, this rebrand also comes at a time when it’s looking to make more traditional audience inroads. It recently hosted an Oldschool RuneScape event with streaming collective OTK that proved successful. Kick also hosted a charity event run by Mr. Beast that raised $12 million for clean water.
While Kick’s openness to all types of views and content has led to some questionable behavior, it’s also created a passionate community. This freedom to try out new content and share open voices is exemplified by Kick’s new design and taglines. If Kick can direct that passion in these new and different directions, it’s possible that the platform could experience the sort of growth it has for so long sought. The streaming platform currently has over 75 million users, double what it had this time last year, and seems primed to push for more.
Kick has announced that its refreshed look will be fully displayed at DreamHack Atlanta, where Kick is an official partner. Kick will have a booth with an immersive experience for attendees as well as exclusive merch.
Featured image credit: Kick
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