Relationships are the oldest points of connection that allow us to see and understand ourselves. They are mirrors that reflect who we are — the best and not-so-best parts — and grow us into new ways of living. They are bridges to becoming better.
Finding love used to be a predictable process resting on ancient tectonic plates of behavior, untilwhen a rush of new energy moved those plates, permanently shifting the landscape. Since its founding, Match has pioneered a land of online dating.
Their vision was a seed planted in the vast new expanse of the internet, germinating an entirely new category, opening up a world that ushered in an assortment of platforms and, in turn, cultures.
We now act as if the last train is leaving the station. Every now and then, a brand has to empty out its bag and reorder it for their next adventure. Match was sitting on a treasure trove of experience and knowledge gained over 25 years, ready to be reassembled and reorganized for a new future.
Dame joan collins calls for mobile customers to ‘ditch and switch’ to three
Evolving Match has been about taking the most powerful, meaningful qualities of their brand and delivering them in a new way; to expand the story, the language and the capabilities to be of better service to people who are confident and eager to live in more intentional ways. Leveraging their long track record of success and industry mastery, we zoomed in on where Match is unmatched.
If apps today are a means to an end for dating, what is the opposite edge of this? How can a product feel more like a beloved service rather than a convenient game?
Enter: hospitality and concierge. A logo implies something more than its obvious meaning.
The heart moved from the top to the bottom—full stop— indicates the confidence in service that Match represents. Match becomes a simple statement and a clear ambition.
The original helped Match light the way; this new logo shows they have arrived. The color palette has evolved to fit the context in which Match is readily used.
No glaring, bright colors, but tonal and inviting. At every touchpoint, from creating a profile to being onboarded into their world, people knew that if you were on Match, you were ready to connect. We brought that trust and experience back to the forefront. Dating, then, is not an end.
To feel elegant, playful, intimate, and inviting. The technology works so the conversation can flow effortlessly forward.
From hiring dating experts to new iconography and language that encourages you to be more open to the myriad of possibilities, Match supports you to focus on the good stuff: getting to know someone. They craft anticipation into the experience. Now, smiling down at your phone will be the work of de.
Definition of 'dating service'
This is not about pressing buttons or acing an algorithm. This is about the long-haul.
Rather than a slip into cynicism, you might fall hard for the right person. A few months before the official launch, Match tested the new identity to see how it resonated with their customers.
Evolution is not about discarding the old you. Work About Ideas News Contact. Project Information Match Relationships are the oldest points of connection that allow us to see and understand ourselves.
Challenge Since its founding, Match has pioneered a land of online dating. Solution Leveraging their long track record of success and industry mastery, we zoomed in on where Match is unmatched.