Our challenge was to help Coffee Meets Bagels mature, maintaining its cuteness, but balanced with sophistication and a much-needed sense of functionality. CMB is now accessible, more mature, and fits better on the screen. The new logo icon uses ‘CMB’ to signify connection, but in an honest way.
The custom wordmark is 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. 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.