TwitchCon begins today in San Diego, and the streaming site unveiled a new look meant to update its style and increase its appeal among a growing audience of viewers worldwide.

While Twitch began as a platform to stream video games, its role has expanded to all types of activities, even ones not thought of as audience-friendly. DJ sets, tabletop games, professional sports and even TV shows can now be found among the site’s content, so the rebrand from Twitch's in-house team and design firm Collins set out to make the new look more inclusive and welcoming, while not alienating hardcore, long-time users.

The brand’s color is still purple, though an updated one, accompanied by a palette of 20 other colors. There’s also a new logo—a redesigned glitch—along with a new typeface called Roobert, based on the one used by the Moog synthesizer.

A new slogan attempts to cast as wide a net as possible. “You are already one of us” is at once inviting and a bit of a humblebrag—viewers watched 2.7 billion hours of content on the platform in the last three months. It also quickly integrates newcomers to the community. Plans are also in the works for a high-contrast feature that improves legibility for people with vision difficulties.

The rebrand rolls out on Twitch, of course, and is being trumpeted with out-of-home placements around the U.S. and with digital ads, including a 90-second spot showcasing the changes.