Launched in 2012, Tinder is a location-based social search mobile app that allows users to chat. The app is most commonly used as a dating app, and is among the first swiping apps, whose users employ a swiping motion to choose photos of other users, swiping right for potentially good matches and swiping left on a photo to move to the next one. Initially launched to address the social and physical barriers of forming new friendships and relationships, it has become one of the fastest growing social startups and mobile apps of all time.
Earlier in 2017, Tinder unveiled a new brand logo, wherein it dropped its text-based logo and replaced it with a new interpretation of its flame symbol. You can see the old (left) and the new (right) logos above.
The old logo simply featured the word “tinder” in a bright red and all lower-case font. Whereas the old logo dotted its 'i' with a version of the flame logo, the new design lets the icon take center stage.
The brand stays on top of new design trends, incorporating the new color scheme into a gradient. The new flame is also rounder than the previous iteration. Previously all-red, the symbol now fades from pink to orange and has been redesigned with a spikier flame tip. The logo change accompanies an app redesign, which is “cleaner” and “more seamless to navigate,” says Tinder, with more tapping functions.
A different version of the logo simply features the flame in a white color, boxed in a gradient orange-pink colored grid. The white color contrasts brilliantly with the darker hues, and all the colors complement each other perfectly. This design is more shareable and optimized for digital platforms, and is on track for a brand looking to diversify and grow.
The color choice is nice and just right for Tinder to show its passionate vision of modern romances. Its bold and distinctive outline reflect Tinder’s dominance as the dating app of choice for millions of people in all parts of the world. Overhauled pink and orange tones create a more welcoming and friendly atmosphere towards the potentially daunting task of signing up for Tinder. The new logo also more reminiscent of the color variety in the ‘sparks’ or ‘flames’ on which Tinder’s identity is based. Importantly, Tinder follows the route of older apps such as Instagram, or truly iconic brands like Pepsi or BP, in relying solely on its logo to speak for the brand. Tinder has decided to forego a wordmark and let the flame do all the heavy lifting for the brand.
Overall, Tinder’s new logo is a welcome change from its previous wordmark. In the short span of its existence, the app has already reached iconic status, and as it continues to chart new territories, the new logo will help it gain even more recognition. This bright logo is rooted in Tinder’s heritage, but is also geared towards the future and ensures that Tinder stays contemporarily relevant. The new logo, with its effective use of color, shape and spaces, makes for a truly meaningful logo.
Tinder is a bold logo design in the Technology industry.