Match Finds Its Better Half In Suave, Confident Brand Makeover
Image courtesy of COLLINS
Long before the online dating world spawned a whole hookup culture, Match.com was the bridge between people who were looking for true connections in places that didn’t serve them. Over 25 years on, the online dating giant hopes to reinforce a level of sincerity and trust displaced from the scene.
In a bid to set itself apart from a saturated market of dating websites and apps “that make the users feel more like they’re playing a game rather than finding a true connection,” Match enlisted brand experience agency COLLINS to redefine its visual identity.
Match’s power comes from its decades of honing experience in the field, and it believes this maturity is a trait shared among its confident and conscious users. “Together with COLLINS, Match cut through to create a clear, reassuring brand experience, so that users can focus on what really matters: getting to know someone,” the branding agency shared in a press release.
The logo is now a friendly rounded serif, with the heart symbol moving from the top to aside the wordmark so as to serve as a full stop. This signifies the app’s assurance in its service, COLLINS noted.
The brand has also adopted a palette of sophisticated colors that are “more inviting” and “a better representation of the context in which Match is used.”
“When someone’s been doing their job really well - for 25 years - they present a sense of calm, assuredness, and confidence,” explained COLLINS Partner and Creative Director Nick Ace. “When you’re ready to find someone, Match is right there with you. We designed every piece of the brand and app to make good on that. The new identity reflects a brand that is wise, experienced, and has navigated every possible conversation. In a sea of dating apps, Match is the most experienced in the room.”
Match and COLLINS have also overhauled the Match experience, including starting a profile and getting users onboard.
The brand agency revealed that a few months before the official revamp, Match trialed the identity system with some customers—“resulting in a massive 13% increase across all key metrics on the brand’s platform.”
Image courtesy of COLLINS
Image courtesy of COLLINS
Image courtesy of COLLINS
Image courtesy of COLLINS
Image courtesy of COLLINS
The old Match web experience
Image courtesy of COLLINS
The new Match web experience
Image courtesy of COLLINS
The old Match app
Image courtesy of COLLINS
The new Match app
Image courtesy of COLLINS
[via COLLINS]
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