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Bumble has rebranded with the launch of new features. Bumble, a dating app for women, was founded in 2014 and has grown into a strong competitor to Tinder based on support from women. Earlier this year, newly installed CEO Lydian Jones said online dating would increase and that it was an opportunity for people to focus on making real connections.
We redesigned the brand ourselves in our in-house creative studio. We created a new logo, font, palette and illustration.
The honey barrel-shaped symbol has lost its hexagonal outline and lost its inner paint. It occupied a considerable area, but the word mark was changed to be more visible than the symbol. The wordmark was changed from bumble to Bumble. B is most visible in the entire logo and is memorable for its overall round appearance.
The palette of different shades makes it a bit confusing. When introducing the app, the existing dark yellow color is used, but in some cases, a bright yellow color is used for the logo and symbol, so it is a bit confusing as to which is the main color.
Along with the rebranding, we also launched new features for women. Bumble interviewed over 6,000 female users from around the world aged 23 to 35. Many users responded that they wanted to easily and comfortably know who a person is before starting a conversation.
So Bumble created a feature called Opening Move. You can set ice-breaker questions that your opponent must answer when a match is made. Some of the canned prompts include “Who are the dinner party guests you would like to invite?” There is an example like this: If the other person answers the question within 24 hours, the woman can decide whether to continue the conversation or not.
We've also added proactive features that make it easier to find people who are a good match for you. You can choose up to two badges that represent why you're dating, such as 'Fun', 'Casual', 'Intimacy Without Commitments', or 'Life Partner'. At the top of your profile, you'll also see common interests and favorite musicians. If you upload 4 or more photos, you will be featured on Bumble's For You, which will recommend you to people who might be a good match for you.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
