Working with design firm COLLINS, Match has introduced a rebrand that it hopes will reemphasize its position as a founder, leader, and expert in making connections.
The redesign is straightforward. Most evident is the lettering, which definitely has more personality and interest, perhaps subtle references to traits people look for in a partner. The “a” leans in a bit, like a cuddle or friendly hello. Colors are basic, not flashy. Also new is the position of the heart. Moving it to the full-stop position puts the focus on the goal of the site—making solid connections—and not on the match-making process, like other “swipe-type” competitors do.
“Match strove for the effortlessness of a concierge’s wave, showing you to your table; almost invisible but deeply appreciated,” a COLLINS’ release explains.
“When someone’s been doing their job really well—for 25 years—they present a sense of calm, assuredness, and confidence,” says COLLINS partner and creative director Nick Ace. “Match is that standard bearer, and their mission has always been simple: to help singles find the kind of relationship they’re looking for…. 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.”
The photography used in the new system gives a smart new twist to the name Match. Previously, the name was used as a verb that described the process, as in “Let’s match you up.” The photos, especially those that show non-human pairings, reintroduce the name as a noun, main benefit, and goal: “What a beautiful match.”
