“Match’s rebrand hopes to take the anxiety out of modern-day dating.”
That’s quite a lot of pressure to put on a logo don’t you think?
Lots of big brands are changing their graphics at the moment, smoothing their edges and rounding their corners in order to calm us all down. Things are far too globally tense for us to cope with straight lines and pointy angles it seems. We need something more playful.
Does this stuff really work?
I don’t know, but what I do know is that a rebrand is a classy way to separate you from the pack, when the pack has become a little murky.
I think this is what Match is doing by going heavy on the Barbara Cartland photography. The below looks like a scene from Dynasty. I think what it’s saying is you won’t get this kind of romance from those swipe left and get-out-of-my-sight dating apps, so choose us.
Indeed, they’ve said they’re aiming for ‘beloved service rather than convenient game’.
But why now? Well because perhaps before it didn’t matter much, Match .com was one dating app among many similar ones. But now the market is bustling with its Tinders, Hinges and Bumbles and this gives the more grown-up dating apps an opportunity to reinforce their difference.
What can we learn from this?
That when the going gets tough, the tough get going, as Billy Ocean once said?
That when the market gets crowded, when things feel more competitive, look for your difference and make it known.
Eg robo advice, DIY investing etc, gives you the perfect excuse to go big on your personalised, long-term partnership, human approach.
Just ease up on the Mills and Boon photography and you’ll be fine.