Match's rebranding positions it as a "beloved service quite than a sensible recreation".
Collins has revamped the dating service's identity and introduced a much quieter approach with an adult vibe
Match was in the dating game for over 25 years and came on the scene long before the swipe to the right became ubiquitous. In his rebranding, Collins decided to focus on this thoughtful and arguably slower approach to online dating and position the service as something of a dating concierge.
The word mark "Match" has been updated with the heart symbol being moved to the end of the word – it appears it now works as a period. Or as Collins describes it: “Match becomes a simple statement and a clear ambition. The original helped Match light the way. This new logo shows that they have arrived. "
The studio has introduced an elegant new serif font and a deliberately reserved color palette, with soft pinks, blues and purples in the foreground instead of more garish alternatives. According to Collins, the update is intended to reflect the "time and intent" required in creating a Match.com profile. It also arrives on time for Valentine's Day.
It's true that rebranding has a less pressurized approach than some services, which ensures that Match feels more like an adult dating company rather than a pushy tech brand. When there is an argument, the accompanying photography occasionally feels a bit clumsy with candles, satin drapes, and flowers wrapped in gauze – but maybe that's just the cynic in us.
wearecollins.com