# eHarmony new logo (2017)

> eHarmony launched a new logo in Sep 2017, designed by eHarmony in-house. New logo.

## Key facts

- Brand: eHarmony
- Launched: Sep 2017
- Studio: eHarmony in-house
- What changed: New logo.
- Why: eHarmony modernised its product and brand because, its chief executive said, the old experience was like a time machine back to 2008.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/logos/eharmony-2017/before.png (before), https://rebrandlog.com/logos/eharmony-2017/after.svg (after)

## The rebrand, explained

eHarmony launched in 2000, at the dawn of online dating, and built its reputation on long-term relationships and a famously long compatibility questionnaire. By 2017 it sat beside Match.com and OkCupid and was losing young users to free swipe apps like Tinder and Bumble. Grant Langston, a company veteran of almost 18 years, became chief executive in July 2016 with a list of changes ready. He told Strategy the product then was like a time machine back to 2008, so he modernised it first, cutting the questionnaire from 450 questions to 150 and leaning on machine learning, before giving it a new face.

The identity was designed in-house, led by senior manager of creative services Shaily Savla, with UX design manager Tony Smith on the website and app, Design Week reported. The capital H became lowercase. The type moved to a bolder weight of Lato in a teal that Savla said represents compassion and stability, with Faith and Glory as a secondary face. A heart made of teal, purple and pink tiles set in a grid joined the name. Savla said the old colours were dark and muted and did not show love in the best light. Langston said the heart looked like a mosaic to him, all the small pieces fitted together, hinting at the complexity behind the matching.

The website and app were redesigned to clear out clutter; Smith called the old mobile experience clunky and painful. Strategy noted that the logo for the first time made the name secondary to a symbol.

Langston admitted the balancing act: the brand could chase millennials, but would lose its 50-year-old Oklahoman.

Strategy added the numbers behind the caution. The old product had brought in 54 million users, Langston said, but the experience was quite old fashioned; the company eventually cut its famous 450-question survey to 150 questions. A test that shrank it to 50 questions got more people through induction but fewer actually signed up, because users expect more rigour from eHarmony than from free apps. That finding is the whole brand strategy in one data point, and the heart-first logo works only because the product behind it stayed deliberately demanding.

That tension shows. The mosaic heart is pleasant and well made, yet it looks like a dozen wellness apps. Lowercasing the H is the most telling move: a careful brand trying to look casual.

In short: A careful dating brand tries to look casual.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_for_eharmony.php
- https://www.designweek.co.uk/issues/28-august-3-september-2017/eharmony-rebrands-help-people-make-better-dating-choices/
- https://gdusa.com/new-eharmony-logo-makes-case-for-lower-case/

## Cite this

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