Tinder has rebranded, and along with a total overhaul of its look comes a new strategy. that hopes to capture a sense of authenticity and connection for a generation disillusioned with the app dating life.
Created by agency Porto Rocha, the new identity is centred around 'T', a dating columnist reminiscent of Carrie Bradshaw, which aims to give a singular, relatable voice to the brand. With that comes fresh typography, a tweak to the colour palette, and a plethora of nostalgic, tactile multi media imagery from point-and-shoot style photography to oil paintings.
I think this is a clever rebrand for Tinder. Centering on tactile connection is the perfect antidote to how dating apps are increasingly perceived. The nostalgic photography is designed to ignite that sense of authenticity, and there's something zine-y and offline about the overall look. This taps into the potential offline connections that could be made.
Elsewhere, the fire symbol has been made sharper, and wordmark has been capitalised. Senior Designer Yedo Han told It's Nice That that the all caps "balances out the softer side of the brand now, especially with the updated colour and the serif we’re bringing in." They also explained that the headline serif "brings in boldness and confidence, and a little bit of edge. It feels a little bit more declarative of how Tinder is now, this new force reclaiming the dating scene."
As to that updated colour palette – Han says they've balanced "red hues with hues of blue and green, so it speaks to a wider spectrum of the emotions you feel throughout using the app." Some of the colour clashes add to the scrapbook-y, real-life sort feeling of the overhaul.
The copy is a focal point, with varied taglines reflecting real personality. It sounds like the way people communicate on and off the app. Bringing in the personality of a columnist is a fun take and strong hook that automatically adds a human element to the brand. The messaging, like "It starts with a swipe" is pointed towards the off-app outcome rather than the experience of using the app itself, empowering users to believe that Tinder is a means to getting that positive, desired end point.
Is it up there with the best rebrands of the 2020s? Let us know in the comments.
