Porto Rocha reveals first Tinder rebrand in a decade
The new identity is sharper, wiser and equipped with everything it needs to navigate an increasingly chaotic and complex world of online dating
For the first time in nearly a decade, Tinder has unveiled a new brand identity courtesy of New York-based design agency Porto Rocha. Built for a new generation of users, as well as a changing dating landscape, the rebrand reasserts the brand’s position as a market leader.
At the heart of the app’s new look and feel is a commitment to the unknown – the myriad possibilities that can come from using Tinder, from fun flings to true love and beyond. This notion is brought to life, most notably, through the introduction of ‘T’, a fictional dating columnist that guides Tinder’s new tone of voice and point of view. ‘T’ is wise, experienced and open to everything.
The team explains that real life dating columns, such as Dear Karen, which featured in UK Sky Magazine in the 90s, and iconic fictional columnists such as Carrie Bradshaw, were the major inspirations behind their creation of ‘T’. Lines like “Find your crush. Find your slow burn. Find your doubles partner.” reflect this embracement of the many paths and people dating can lead you to.
This spirit is also present in Tinder’s reworked visuals, which now include a new all-caps wordmark created with a strong sans-serif typeface. Noticeably bolder than its old counterpart, this addition by Porto Rocha signifies a new confidence for the brand, which wants to speak to every person and every experience.
The app’s colour palette has also been updated to include a wider range of hues (symbolising a wider range of possibilities), with blue and green now complementing Tinder’s signature red-to-pink gradient. Alongside this, the design team also played around with Tinder’s beloved flame icon, which has been transformed into a sleeker, sharper version of its former self.
Finally, a Tinder rebrand would not be complete without the imagery that represents the people that actually use the app, and the culture they bring with them. As such, Porto Rocha has introduced fresh imagery that blends “candid realism and expressive symbolism”.
From real-life dating couples, to metaphors, repurposed cultural symbols, and found and mixed media, the new visual landscape is an embodiment of the many ways in which we talk and think about love, friendship and dating.