“Fan the Flame”
(Est. 2012) “Tinder, founded in 2012, has become one of the fastest growing social startups and mobile apps of all time. Tinder was launched to address the social and physical barriers of forming new friendships and relationships. Using social data, Tinder anonymously finds people nearby that like each other and connects them if they are both interested.”
Tinder blog post about new app look
Images (opinion after)
The old logo had a 1970s bom chicka wah wah guitar riff going on that was pretty appropriate, along with the visual accent of a flaming tittle. (This is the most provocative sentence I have written all year.) Probably unbeknownst to anyone, the flame became, literally, the hottest app icon on people’s phones and, now, reaching Nike Swoosh status, Tinder has decided to forego a wordmark and let the flame do all the brand heavy lifting. And it works. I have never used Tinder and even I get the power of the flame and its ability to stand on its own. The new flame is nicer in that it has pointier flames but the overall shape has gone a little too round, making it look less like a rising flame. The gradient is kind of expected — I would have loved to see the introduction of a baby blue in the tip of the flame, which perhaps is too literal but it might have been a nice accent color. Overall, it’s a crisp execution of a confident improvement that cements the high-level position Tinder holds in the social landscape.