Dating app Bumble unveils refreshed brand identity

The women-first dating app Bumble has freshened up its look and revealed its new visual identity to the world with a global campaign.

Recognising that dating can be an exhausting process for women, Bumble has rolled out a new feature – called Opening Moves – which gives women the option to set a question their matches can respond to, adding more ways to start chatting with prospective dates.

According to Bumble’s research, nearly half (46 percent) of more than 6000 surveyed said having more ways to start a conversation would improve their experience with the dating app.

“We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating life and with the launch of Opening Moves, Bumble is continuing to put women’s experiences first,“ said Selby Drummond, Bumble’s Chief Marketing Officer.

“With this new global campaign, we wanted to take a fun, bold approach in celebrating the first chapter of our app’s evolution and remind women that our platform has been solving for their needs from the start. As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship.”

Bumble is also rolling out a new logo, bolder fonts, and refreshed colours and illustrations on its app. Of the 6138 women Bumble surveyed, 75% said the look and feel of a dating app is important to their overall experience, while 65% said a dating app’s visual identity can make it easier to use.

This brand and product evolution is being brought to life by a global marketing campaign with high-impact digital and physical out-of-home messaging in more than 10 countries, with lines such as “We’ve changed so you don’t have to.”

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