OkCupid Rebrand
branding · dating app · love
This rebrand celebrates the inclusive and heart-warming spirit of OkCupid, rooted in the belief that everyone deserves to feel seen, valued, and loved. Inspired by the brand’s commitment to representation as the first dating app to offer more than 13 gender options, the new identity captures the giddy feeling of falling in love and the magic of two people coming together to form something stronger than they were alone. Through lively color, whimsical storytelling, and playful design, it invites users to step into a romantic world where they can see themselves in the story and feel at home in their journey to find true love.
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Logo
The new OkCupid logotype is designed to feel gentle, welcoming, and full of heart. The rounded letterforms and soft shapes create a sense of comfort, while the heart-filled counters celebrate the joy of connection. The letters “O K C” come together to form a friendly face, inviting users into a world of warmth and possibility. In motion, the logo adds a playful little wink that brings a spark of human charm, offering reassurance and reminding us that dating should feel personal, joyful, and filled with genuine connection.
Mascots
The Heartsies mascots reflect the joy and warmth of modern love. Their simple heart-shaped forms are designed to feel friendly and full of personality, inviting users to see themselves within the story. When two Heartsies overlap, they create a new color, symbolizing the magic that happens when two people come together and form something even more vibrant than they were alone. They serve as a gentle reminder that love is personal and imaginative, and that everyone deserves to see themselves reflected in the often overwhelming world of online dating.
Happily Ever After
The Happily Ever After Package is a heartfelt keepsake created for couples who first found each other on OkCupid and chose to write the rest of their story side by side. It marks the sweetest final chapter of their OkCupid journey, a moment to pause and celebrate the magic that can begin with a single match. After submitting a request through the OkCupid website, newlyweds receive a bundle filled with love and intention: a congratulatory note from the OkCupid team, a limited edition art print, a handful of Heartsies stickers, a custom decision-making token engraved with their names and anniversary, and a printed Polaroid of a photo they upload.
This package is meant to feel warm, personal, and genuinely joyful, like a little love letter in return. It turns a digital beginning into something tangible that couples can hold onto as they step into the next chapter of their adventure together, reminding them that their story is one worth celebrating.
Interactive Game Pop-up
The OkCupid Interactive Pop-Up Game brings the Heartsies to life in a playful little world that feels filled with possibility. Set within a tiny neighborhood of 3D houses, this projection-mapped experience invites two curious souls to step forward, scan a QR code, and explore what their connection might become. Their Heartsies act as the storytellers of the journey, reacting in real time as the pair answers compatibility questions. When their answers align, the characters inch a little closer, and when they don’t, they stay right where they are. It turns the tender, fluttery feeling of getting to know someone into something joyful, gentle, and full of color.
The experience is designed to feel warm, human, and hopeful, like a small love letter to courage and connection. At the end, the two players discover their outcome. If they are a match, the pop-up encourages them to follow the spark and explore a first date. If not, it leaves them with encouragement to keep their hearts open and begin their next chapter on the OkCupid app, where the right story may be waiting just around the corner.
This pop-up invites people to play, wonder, and believe in the magic of meeting someone new. It reminds us that love often begins with curiosity, and that saying “yes” to a moment of connection can be the start of a beautiful story.
