Hily, one of the most popular dating apps, decided to update its visual identity by emphasizing openness and authenticity. The project was developed by O0 Design Studio, resulting in a refreshed brand appearance that is more relaxed and gentle.
The previous logo was angular and strict, although memorable due to its vertically constructed letters, almost resembling a complex symbol. However, it poorly reflected the app’s core message of encouraging openness and friendliness among users. The new identity for Hily feels significantly freer and more emotional. The central element is an abstract “H,” resembling a droplet or a soft shape. This form symbolizes two people gradually coming together and becoming one. The animated version of the logo illustrates this unity in a smooth, natural way.
The wordmark uses a bold, playful typeface with an unconventional letter “y” placed higher than the other letters. The overall text feels friendly and spontaneous, underlining the app’s main idea: to be yourself without pretending to be someone else.
The new concept emphasizes each user’s self-sufficiency. The brand’s primary slogan is “You Are Enough,” and the visual style perfectly captures this message. It avoids strict lines or rigid shapes, relying instead on fluidity and intuition, mirroring how people behave naturally in real life when no one is watching.
The color palette has become softer and friendlier, with an emphasis on a gentle purple hue that conveys acceptance and openness. This softness is enhanced by rounded design elements used in the interface and various graphic solutions. For instance, user profile windows are shaped like smooth, organic droplets, adding an extra layer of comfort.
Hily has already earned the trust of over 35 million users worldwide, ranking among the top five dating apps in the US. Through this brand refresh, the app takes another step towards its users, simplifying communication further and encouraging people to be authentic rather than feeling the need to pretend.
The elements highlighting personalization deserve special mention. The new interface actively incorporates playful features such as “icebreakers” for easier conversation starters, compatibility checks, and even astrological hints to help find suitable partners. These elements add warmth to daily interactions, turning them into an effortless and casual experience.
Thus, Hily’s new identity tells a story of friendship, love, and self-acceptance. O0 Design Studio successfully created a visual image that accurately reflects the company’s values of diversity, authenticity, and sincerity. These principles form the core of the service, setting it apart from numerous other dating apps.
