(Est. 2006) “Badoo is the largest social discovery network in the world. Our mission is to provide the best technology for people to meet, because happiness is better shared. We have 350 million members, and more than 400,000 new people join every day.”
We took to the drawing board and experimented with loads of new colours, styles and ideas. We stripped away the chaos of multiple colours, the circles and experimented with many bold colours and new typography etc. We looked at the colour palettes of other competitors and the colours that were associated with the space they held, from Tinder and Bumble and every app in between. Most of the red and blue tones had been owned by other apps. The colour purple felt right and where we wanted to be as a dating app, as it was in a neutral space between apps like Tinder and Match.com.
Images (opinion after)
The old logo looked like it belonged to a line of kid’s toys, not a dating app for grown-ups and the “O” with the eye was either kind of creepy or as if you got short-changed one boob (man’s or woman’s). The new logo keeps the playful, 1970s geometric sans serif but drops all the crazy scaling of the letters and it looks infinitely better, especially since all the letters in the name are round and create a great • • • • • rhythm in the counterspaces. The heart icon, even though it’s as basic as it gets — almost like something you could download from the Noun Project — looks surprisingly ownable for Badoo. That is thanks in part to the applications that turn it into a key visual element that is playful, with a wink to it, and avoids being overly cute or cloying. While this is operating within the minimalist/playful/friendly trend, it stands out as a strong example of doing it right.
Thanks to Oliver Petrović for the tip.