Tinder Unveils First Major Brand Refresh in Nearly a Decade
Tinder has unveiled its first major brand refresh in nearly a decade, featuring a new logo, typography and visual identity.
SociapaHQ
Dating app Tinder has revealed its first major brand refresh in nearly a decade, including a new visual identity, a redesigned logo, a new wordmark, new typography and a new motion design system.
The rebrand- developed in collaboration with design agency Porto Rocha – is Tinder’s first full visual overhaul since the last major brand evolution almost 10 years ago.
The most notable change is the logo. Tinder has replaced its well-known lowercase wordmark with a bold all-caps TINDER logo. Its iconic flame icon has also been updated to a cleaner, sharper and more minimal design, but it still retains its recognisable silhouette.
The company has also introduced a new serif typeface aimed at providing the brand with a warmer and more editorial visual identity.
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Brand Evolution:
Tinder’s design language has evolved beyond logo and typography to a motion design system that applies its signature swipe gesture to its digital products and marketing campaigns.
Commenting on the rebrand, Daniel Kim, Senior Vice President, Tinder Asia | Match Group said the update reflects how dating and human connections have evolved over the years. “Tinder’s first rebrand in almost a decade reflects how dating—and the way people approach connection—has evolved. There are so many contradictions in modern dating. It’s exciting and exposing. Calculated and spontaneous. Hopeful and unpredictable,” he said. “This rebrand is a new chapter for the brand in Asia, and it is grounded in the realities of today and inspires more meaningful moments that start on Tinder and happen off the app,” added Kim.
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Tinder, which launched in 2012, popularised the swipe-based matching experience that changed online dating across the globe.
The platform is owned by Match Group, which also operates dating apps including Hinge, OkCupid, Plenty of Fish and Meetic.
