# Badoo new logo (2017)

> Badoo launched a new logo in Aug 2017, designed by Badoo in-house. New logo and identity.

## Key facts

- Brand: Badoo
- Launched: Aug 2017
- Studio: Badoo in-house
- What changed: New logo and identity.
- Why: Badoo said its brand had started to lack personality and coherence and was seen as a cold technology company rather than one that connects emotionally with people.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/logos/badoo-2017/before.svg (before), https://rebrandlog.com/logos/badoo-2017/after.svg (after)

## The rebrand, explained

Badoo launched in 2006 with a logo that, as Spanish design magazine Gràffica put it, recalled Google: every letter a different colour, characters of random sizes in a rounded geometric face, and a dot inside the first O that tried to suggest an eye. Eleven years later the dating network decided that look was naive and no longer matched what it offered.

The company told the magazine its brand had started to lack personality and was losing coherence across its many applications worldwide, and was being seen as a cold technology company rather than one that connects emotionally with people. Its in-house creative team analysed how the brand appeared in Russia, the UK and everywhere else, then experimented with new colours, styles and type.

The typography is the one element kept. The letters are now a uniform size and the stroke endings are no longer rounded, but the face stays geometric and echoes the circles of the old logo. The rainbow is gone and purple becomes the main colour. The dot in the O is replaced by an orange heart that precedes the wordmark and vibrates against purple backgrounds.

The choice of orange over the usual pink or red was deliberate. Badoo said the market was saturated with unoriginal reds and blues, and that purple was distinctive and bold, while the heart was the most emblematic symbol of meaningful connections, made its own.

It works. The old wordmark looked like a children's toy shop, a strange signal for a dating service. The new one is confident and adult and still friendly. A heart is the most obvious possible symbol for dating, and Badoo knows it, but the orange on purple pairing rescues it from cliché.

In short: Fewer colours, more heart.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_badoo_done_in_house.php
- https://team.badoo.com/new/

## Cite this

Rebrand Log, "Badoo new logo (2017)", https://rebrandlog.com/rebrand/badoo-2017/, last updated 2026-10-20.