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.
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.
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.
We also pulled cues from the logo design into the app experience. This makes each moment feel intentional – your conversation is about building a relationship, after all.
Additionally, a custom illustrated pattern utilizes brand imagery to poke fun at the chaos of dating – streams of coffee and bagels finding each other across the screen.
Every dating app has a reputation. For CMB, it’s about purity, about embracing the traditional dating experience in a modern and enjoyable way. Dating should be simpler, it should be playful, and it should be intentional. The new CMB brand reflects these and more.