Most dating services sell the same old image. Soft hues, flirting in a vacuum, a romantic vibe disconnected from the real social world. Cerca has chosen a different path. Launched in 2025, the app facilitates connections through mutual friends and first- or second-degree connections. The service is built on trust, context, and accountability. Instead of an endless feed of strangers, users are presented with a circle of people whose social distance is shorter than usual. In a market where dating has long become almost mechanical, Cerca has carved out its own niche. Such a product required a different brand identity, one capable of more accurately conveying the essence of the service and extending beyond a single screen.
Saint-Urbain worked on the new identity. The studio’s task was to elevate Cerca beyond being just another dating app and give the brand a more mature, cohesive look across the app, outdoor media, and offline events. The previous brand no longer aligned with the product’s concept. The service itself offered a different dating experience with a daily limit on profiles, a ban on screenshots, and anonymous likes until mutual matches. Yet, its visual identity still adhered to the conventions of a generic tech service.
The old logo consisted of a symbol and a word. On the left was a figure made up of two connected semicircles, resembling an infinity symbol or a pair of mirrored C’s. Next to it was the word CERCA, set in a neat sans-serif font. The entire image was rendered in a soft gray-beige color. The idea of a connection between two people was evident, though the logo itself remained too neutral. The new logo does away with the symbol. The entire focus is now on the name CERCA. The letters have become large, heavy, and tightly packed together. The color has shifted to black. The space between letters has narrowed, and the word has transformed into a solid block.
The entire system is built on large typography, a black-and-white foundation, and a more vibrant selection of photos and illustrations. Saint-Urbain deliberately moved away from the saccharine presentation and light irony typical of the category. Instead, Cerca now presents an image in which trust and a sense of support are more important than mere flirting. According to BP&O, the identity uses the Booton font from Displaay. The new image presents Cerca as a service that fosters connections from existing social ties.