Match Branding Redesign by COLLINES Emphasizes Experience and Trust

COLLINES, a strategy and experience design company, collaborated with Match™ to overhaul the dating platform's 25-year-old brand identity. The redesign aimed to foster thoughtfulness and trust, shifting focus toward hospitality and concierge-like service rather than aggressive engagement tactics. A new logo repositioned the heart symbol to the bottom, signaling confidence, while the color palette adopted more inviting tones. Nick Ace, Partner and Creative Director at COLLINES, described Match™ as a wise, experienced brand that helps singles find relationships. Before the official launch, testing of the new identity led to a 13% increase in key metrics on Match™'s platform. COLLINES, with offices in San Francisco and New York City, worked cross-functionally with Match™'s teams to create a more inclusive environment. The partnership reinforced Match™'s mission through every brand and app element.