Tinder got its first rebrand in nearly a decade. The brand partnered with design studio Porto Rocha—helmed by Yedo Han, a Gen Z designer—to give Tinder a sleek new logo, cleaner visual identity, and a fictional persona to keep young people swiping on the app. Tinder built the rebrand around “T,” a character meant to sound like a dating columnist in hopes of making the app itself feel more like a friend that users can go to for dating advice—although it’s unclear where “T” will show up or how users will be able to interact with it. Tinder also debuted a bolder typeface, anime screenshots, and real-life user photos, and changed its copy from “happily ever after” to “happily TBD.” As Gen Z daters feel burnt out by the apps, Tinder tried to capture young people’s actual dating experiences and adopt a personality that young users will want to go back to, not feel discouraged by. (Design Rush)
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