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Match pioneered the land of online dating 25 years ago. Their vision planted a seed for a new category, opening up a world that ushered in an assortment of platforms.
Since then, online dating has become a panic-induced, anxiety-ridden journey.
Match was sitting on a treasure trove of experience, and decided to reassemble it to better serve people who are on their search for the one.
Where other apps forcibly push you to “engage” and maximize your limits, Match strives for the effortlessness of a concierge’s wave.
The heart in the logo moved from the top to the bottom —full stop — indicating the confidence in service Match represents. It states a clear ambition.
The color palette evolved to fit the Match mood. Not glaring, bright colors, but tonal and inviting.
A few months before the official launch, Match tested the new identity to see how it resonated with their customers. A 13% increase across all key metrics on Match’s platform revealed that the new identity and language was, well … loved.