Mingle

Published with the project

Challenge

Mingle had to feel approachable and recognisable in a category where many icons, colours and interaction cues look interchangeable.

The identity needed to work in the compressed space of an app icon and still support wider product, promotional and launch applications. Familiar dating symbols offered quick recognition but little ownership, while an overly abstract mark could lose the idea of connection altogether. The task was to find a simple visual thought that could remain warm, legible and useful as the brand moved beyond its first screen.

Solution

A negative-space mark makes the idea of meeting visible without falling back on a conventional heart symbol.

The custom logo forms both the letter M and two figures holding hands, allowing the product name and purpose to share one compact shape. A warmer palette and structured typography extend the tone without making the brand feel lightweight. Together, the elements provide a flexible identity for app surfaces, marketing assets and launch contexts while keeping the central idea recognisable at small sizes.

Process

Category research narrowed the work toward a mark that could communicate connection in one glance.

We reviewed common dating app conventions, tested symbol and letter relationships and developed the strongest direction at the scales used in product interfaces. Once the mark was established, colour, typography, art direction and application rules were built around it. The process kept the system practical, ensuring the idea could survive icon use and still provide enough range for broader brand communication.