A fresh look for b2match: small changes, big impact.

Every brand has a story, and every story deserves the right stage.

From humble beginnings with our first logo designed on a tight budget in just two weeks, we have grown into a company that connects thousands of people at events worldwide. Today, we’re excited to unveil the latest chapter in our journey: a refined and modernized brand that reflects a decade of growth, innovation, and our unwavering commitment to meaningful connections.

The evolution of the b2match brand.

Our journey took root even before our company got off the ground, starting with our first logo in 2011, followed by an updated version in 2012. In 2014, a year after founding our first office in Vienna, we introduced the logo that has become synonymous with b2match today. Over the years, this logo has served us well, but as we enter 2025, it was time to modernize. Our redesigned logo retains its essence while being polished for a more contemporary look, better suited to our enhanced digital presence and the needs of our growing audience.

Redesigns are always challenging to prioritize. They require significant effort, and their benefits aren’t always immediately measurable. However, they’re necessary to keep the product experience cohesive and excellent.

Why update our brand?

We live in a world where technology advances rapidly, and brands must adapt to stay relevant. At b2match, our mission is clear: to harness the best of technology while preserving the essence of human interaction. This redesign shows our values and helps us continue supporting organizers and participants in creating meaningful events.

Our goals for this redesign included:

• Modernizing our visual identity.
• Enhancing our digital presence.
• Improving usability across all platforms.
• Bringing back color to reflect the vibrancy of our mission.

Reinforcing our manifesto: listen, adapt, deliver.

The b2match manifesto has been our guiding principle from the very beginning, and with our rebranding, we’ve solidified and refined it to reflect our commitment to creating exceptional event experiences.

The following three principles strengthen every element of the redesign:

• Reliability: Our polished logo reflects the dependability and consistency that our users rely on for successful events.
• Empathy: Vibrant and inclusive colors ensure accessibility and warmth, emphasizing our user-first approach.
• Innovation: Modern typography and dynamic gradients showcase our forward-thinking identity and commitment to creativity.

A polished logo for a polished experience.

Our logo has always been a core identifier of the b2match brand, representing our mission and legacy. The logo retains its recognizable essence in its latest iteration but has been refined for a more modern, professional feel.

The softer lines, improved proportions, and better legibility ensure versatility across all digital and physical formats. Whether it’s displayed on a conference banner or a mobile app, the b2match logo communicates clarity, professionalism, and trust.

Colors that reflect our personality and values.

Color plays a crucial role in how a brand communicates, and our new palette has been carefully crafted to amplify b2match’s core values. Vibrant shades like Sunny Yellow, Aquamarine, and Orchid convey optimism, creativity, and inclusivity, while grounding tones like Graphite Blue reinforce professionalism and trust. These colors aren’t just eye-catching; they ensure accessibility and consistency across mediums, reflecting our empathy for users with diverse needs. Together, the palette creates a cohesive visual identity that’s as dynamic as the connections we help forge.

Typography that speaks clearly and confidently.

We’ve introduced two new typefaces to elevate our brand:

• Bagoss Standard Medium: An elegant sans-serif for headlines, blending heritage and modernity.
• Manrope Medium: A clean, geometric font for body text, enhancing readability and approachability.

Together, these fonts ensure clarity and hierarchy in our messaging, reflecting our commitment to simplicity and professionalism, while improving readability.

Gradients and 3D shadows: depth with a human touch.

To complement our refreshed palette and typography, we’ve introduced gradients and subtle 3D shadows. These elements add depth to our designs, creating a sense of dynamism and movement. Gradients, drawn from our main color palette, appear across backgrounds and illustrations, enhancing brand recognizability. Meanwhile, 3D shadows—crafted using the rounded elements of our logo—add texture without overwhelming the composition. These choices underscore our focus on making even the most modern, digital designs feel warm and human.

Connecting people, one match at a time.

At b2match, every design decision serves our mission: to connect people in meaningful ways. From our manifesto to our brand refresh, we remain committed to helping participants turn networking into a strategic advantage.

With this redesign, we are unveiling a more cohesive and timeless user interface — one that reflects weeks of focused effort and a renewed commitment to our users. We’re excited to bring these updates to life in the coming months, and we can’t wait for you to experience them firsthand.

So, what do you think of our new look? We’d love to hear your feedback as we continue to evolve.