Brand Identity for Tinder
Tinder’s swipe becomes a principle for its whole motion system.
Porto Rocha repositioned and refreshed Tinder for a new generation of daters, shifting its perception from a hook-up app toward a space for open-ended connection and possibility. The work includes a revised flame symbol and wordmark, color and typographic systems, illustration, motion language, and an updated in-app UI system.
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Insights
- Porto Rocha repositioned Tinder around open-ended connection and possibility, with a renewed focus on a younger generation of daters.
- The refined flame, all-caps wordmark and heat-inspired palette retain recognisable elements while expanding the identity across different moods and contexts.
- Society by AllCaps brings an editorial serif voice, paired with FT Regola for a more technical counterpart. The verbal identity draws on the figure of a dating columnist.
- Swipe-based transitions and animated typography connect brand motion with the app’s familiar gestures. The system also extends into an updated in-app interface.
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