Badoo: More feeling with smiling heart

Launched by Russian businessman Andrey Andreyev in 2006, Badoo is the largest dating social network in the world, counting with almost 480 million users. To date, it is available in 190 countries and supports 50 languages. To refresh its image and stand out among similar services, the company has recently updated its visual identity.

For the rebranding project, Badoo involved its own design team, MagicLab Design. While working on the network’s new visuals, the designers aimed to create something that would make Badoo’s look more distinctive, bringing some emotional tinge into the brand.

This concept can be seen in the new Badoo logo. While its old emblem featured a generic red heart (and that was rather banal), the new one in pink, distinguished with a more rounded form, includes a semicircular element that looks like a smile. Along with geometric wordmark in a sans serif typeface as well as softer colors, it gives a perception of freshness and cheerfulness.

The renewed brand’s warm style is also expressed in the handwritten elements that correspomd a more human touch. They include a special typeface, cartoon characters and scribbles that make up the individuality of Badoo’s look.