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Match was founded in 1995. For its 25th anniversary, design studio Collins rebranded the dating platform, with a redesigned logo, strategy and photography guidelines, Design Week reported in February 2021.

Collins argued that since 1995 dating had become a panic-induced, anxiety-ridden journey, and that Match was sitting on a treasure trove of 25 years of experience that could be reorganised for a new future. The goal was to bring trust and experience back to the forefront and to position Match as a beloved service rather than a convenient game. The identity was also meant to be more inclusive while still intimate and inviting.

In the new wordmark, the heart moved from the top of the name to the bottom, where it becomes a full stop, signalling confidence in the service. The 'm' and heart can also work as a pair on their own, for example as the app icon. Reckless, from the type foundry Displaay, is the primary typeface, alongside Beausite from Fatype. Glaring, bright colours gave way to more tonal and inviting shades, and photography turned romantic: pairs of hands, silk blankets, lit candles.

The concepts behind it were hospitality and concierge. Collins said that where other apps push users to engage and maximise, Match aims for the effortlessness of a concierge's wave showing you to your table. The strategy stresses time and intention: profiles take effort, and dating is presented as a means, not an end, shaping features, iconography and the use of dating experts. Collins said a beta test of the identity showed a 13% rise across key metrics.

Creative Bloq called it a grown up redesign and read it as a pandemic piece: with nights of frenzied swiping off the table, the earnest tone harked back to conversation and connection. It noted the move from stark block colour to gradients and softness, and typography meant as an antidote to apps that demand thumb gymnastics. Its one reservation was that the imagery came close to feeling over filtered, rescued by touches of humour such as a pair of pears. That is the right worry; romance shot through soft focus tips into stock photography quickly.

The heart as a full stop is a lovely, quiet idea that says 'serious' without a word. The candles and silk risk tipping into perfume advert, but against a market of swipes and flames, grown-up is a real position.