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New Logo and Identity for Coffee Meets Bagel by Lobster Phone
 

before

after

Noted Jan. 8, 2019 by Armin

Industry / Lifestyle Tags /

About

(Est. 2012) “Coffee Meets Bagel (CMB) is a dating app that connects community members with people who inspire them, who spark their heart. And unlike other dating apps, our smart algorithm curates only quality matches, so singles can spend less time swiping. Community members can get to know their matches with our in-depth profiles, and then use our Icebreakers to start a meaningful chat (bagel stickers, included). They can also access special features like Activity Reports and Read Receipts, which help members focus on active matches who matter most. But underneath our pioneering features, handsome app, and bagel puns, we’re aiming for a greater goal: to get to the heart of meaningful connections. And because we continue to refine with that original goal in mind, Coffee Meets Bagel has made more than 50,000,000 matches and thousands of lasting relationships globally.”

Design by

Lobster Phone (San Francisco, CA)

Related links

Lobster Phone project page
Coffee Meets Bagel blog post

Relevant quote
The old wordmark was much too wide for mobile, and in its entirety, is quite the mouthful. CMB is accessible, more mature, and fits better on the screen. The new logo icon uses ‘CMB’ to signify connection, but in an honest way. The ‘C’ and ‘B’ are two distinct, individual pieces, with the opportunity to join each other by the ‘M’ heart. It leaves space for the unknown, but provides comfort with its pillow-like curves and its subtle radius. The custom wordmark gives us the full name, but in a tighter, more elegant display. It’s close kerning and nearly pure geometric forms closely draw from the icon, using the ligatures of ‘ff’ and ‘ts’ to create small moments of connection. The new logo adds flexibility and legibility, without losing the cuteness and coziness of its predecessor.

Unlike the show-off-iness of other mainstream dating apps, CMB embraces subtlety. The blue we use is still bolder than the original design, but cooler than the hot reds and pinks of competitors. It feels classic, almost what you’d expect a dating company that’s survived for decades to look like today. Simple and straightforward – the way dating should feel.

Lobster Phone provided text

Images (opinion after)
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
Logo.
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
App icon, before and after.
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
App icon.
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
App screens.
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
Social media posts.
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
Sample layouts.
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
Brand pattern.
New Logo and Identity for Coffee Meets Bagel by Lobster Phone
Swag.
Opinion

The old logo was bad, using a very unsightly font with terrible proportions and no consistency. The arrangement was also the least useful, creating an extremely long logo and the heart in between the “a” and the “g” looked like an accent in the wrong place. The new logo introduces a more useful monogram that can be more easily resized and repurposed. I wish the monogram had committed to either one of the two approaches apparent in its design: it should have either been drawn as a continuous looping line or as three distinctly separate elements. Right now, it’s caught between the two. The heart reading as an “M” is a stretch but I’m willing to go there. The wordmark is neither my cup of coffee nor plate of bagel as it has an odd vintage aesthetic with the high ascenders and uppercase with a low x-height that’s somewhat awkward. The pattern is kind of interesting… would be nice to see that pushed a little further or integrated better with the logo. Overall, it’s an improvement and I like how it feels soft and friendly as a nice antidote to the bravado of Tinder.

Thanks to Ritesh Gupta for the tip.

Your opinion…

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Comments


Logo Before & After
Sample Application

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