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“My Achy Breaky Heart”

(Est. 2000) “Los Angeles-based eHarmony launched in the United States in 2000 with its patented Compatibility Matching System® which allows eHarmony members to be matched with compatible persons with whom they are likely to enjoy a long-term relationship. Millions of people of all ages, ethnicities, national origins and religious and political beliefs have used eHarmony’s Compatibility Matching System to find compatible long-term relationships. eHarmony is available in the United States, Canada, Australia and the United Kingdom. eHarmony remains committed to investigating and understanding what makes long-term relationships successful by conducting ongoing, rigorous scientific research to keep the matching model up-to-date and relevant for domestic and international markets. In addition to the singles matching service, eHarmony publishes eHarmony Advice, a growing relationship advice site.”

Design by

Related links
eHarmony blog post

Relevant quote
Today, eharmony reveals a redesign of its logo and it’s making a case for lowercase. The way we find love has changed dramatically in the last 20 years and the new visual identity reflects that evolution, as a forward-thinking, human-centered relationship company.

Staying true to its core, the brand name is written in a font that is warm. A dynamic heart shines above it, illustrating the insights, expertise, and experience we bring to creating compatible relationships. Together, they combine to represent the value we help create—love and science work better together.

Images (opinion after)

New Logo for eHarmony
New Logo for eHarmony
New Logo for eHarmony
Identity elements.

I have always heavily disliked the old logo, with its oversized “e” and less than stellar use of Gill Sans. Its biggest problem was putting emphasis on the “e” instead of “harmony”, which is what the site is about, not “e”-ing. The new logo introduces a heart icon — surprise, surprise — that is… fine. It’s generic but there is some relative visual interest in its fragment color approach. Still, it’s just a heart. The wordmark is… something. I don’t even know how to categorize it and it’s hard to tell if it’s custom from scratch or custom from something retail but not that it matters because either way it’s a huge mess, with many of the letters being completely different in their construction and shifts in thicks and thins. Also, once the name has been flatted to “eharmony” without the iPhone-itization of the previous versions, the name becomes nonsense if you read it repeatedly. If you go through eharmony’s Facebook photos, you’ll see the typography in action and it’s as cloying as you would expect, with the lovey-dovey script highlighting words. I’m not the target audience, so maybe I’m not one to judge on its effectiveness. Overall, the look and feel remains very middle-of-the-road but at least the love affair with Gill Sans is done with.