The guardian online dating


02-May-2016 14:47

Derived from the Guardian’s own font family, Soulmates Sans shares the master brand’s DNA, but with a softer, more seductive tone.

Typographic ‘ligatures’ (special connections between letters) make for simple, but beautiful pairings.

Considering the entire user experience meant we could identify useful brand touch-points — like surfacing relevant Guardian content, messaging and tone in emails or getting members started on their profiles.

Extensive guidelines The brand guidelines that we produced capture all the spirit and energy of Soulmates, and present it back in a way that is practical and easy to understand, while inspiring best-practice application.

Digitally minded Soulmates is a truly digital service, so our brand work put digital (and mobile) first.

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A premium paid-for product, Soulmates sits within a busy, highly competitive market, appealing to a progressive, metropolitan audience.

The brand also needed to reflect its premium positioning and be appropriate for a discerning, international audience.



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