Bumble Brand Guidelines

Brand
Guidelines 2021
FIRST
EDITION
LAST MODIFIED INDEX
10/19/2021
MISSION
LOGO
TYPOGRAPHY
COMPOSITION
COLOR
PHOTOGRAPHY
MESSAGING
BUMBLE BRAND INDEX 2021 FIRST

GUIDELINES EDITION
Mission
01
BUMBLE BRAND MISSION 2021 FIRST

GUIDELINES EDITION
To create MISSION
a world where Bumble is a supportive, inclusive connections

platform where people can meet each other in
all relationships a comfortable, equal, healthy way.
are healthy
and equitable. Safe Inclusive
We provide a safe, healthy space We welcome and value people
for our community where bullying, from across the gender spectrum
harassment, and hate speech and beyond the binary.
aren’t tolerated.
Equal Healthy
We flip old-fashioned gender We encourage healthy
dynamics. We establish equality relationships with oneself and
in every relationship in love, life, others. We provide a safe,
and work — starting with women equal, inclusive environment.
making the first move.
BUMBLE BRAND MISSION 2021 FIRST

GUIDELINES EDITION
Logo
02
BUMBLE BRAND LOGO 2021 FIRST

GUIDELINES EDITION
LOGO
The Bumble logo is composed of the Hive, Primary Colorway
set on the left side of the word mark.

The word mark is a custom typeface based
on Galano Grotesque. Construction of
the Hive is a rounded hexagon with three
pill shapes cut from the center.
The logo set in Bumble Black on a field

of Bumble Yellow is the primary colorway,
and should be used whenever possible.
Alternate colorways may be used
if necessary.
The hive should never stand on its own

without the word mark to represent
the brand, except when used in an App
store or social media icons.
Alternate Colorways

GUIDELINES EDITION
Clear Space
The clear space around the logo is defined Only in select situations, such as
by the widest length of the hexagonal hive, brand partnerships, should another
creating a fixed padding on all sides. element fall within the clear space.

GUIDELINES EDITION
Brand Partnerships
Use the width of the hive’s top cutout (which is one- When the partner’s logo is longer in width
third the width of the hive) to define one unit of space. than the Bumble logo use a centered, stacked
Use a separation line between the two logos. layout. In this case, the separation line should
The weight of the line is defined by one-third the width match the width of the partner’s logo. Use two
of the vertical stroke in the “b.” Round the corners. units between each logo and the separation line.
1⁄3
1 UNIT
2 UNITS
1⁄3
When the partner’s logo is shorter in width than the

Bumble logo use a horizontal layout. In this case,
the separation line should extend one unit above
and one unit below the hive’s height. Use two units
between each logo and the separation line.

GUIDELINES EDITION
Optical Alignment
When creating layouts, a grid is used to

establish relationships between elements.
However, final adjustments are made
optically to achieve a balance between
positive and negative space.
LO LOVE LOVE
ON ON ON

GUIDELINES EDITION
Scale
Our logo is scalable for both

print and digital applications.
Smallest size: 20 pixels tall /

7 millimeters tall / 0.28 inches tall.

GUIDELINES EDITION
Best Practices
Do not alter the logo. Refer to this guide for specific examples
of what not to do. Note, this is not a complete list.
Never turn the hive upside down. Don’t stack the hive and word mark. Don’t apply effects. Don’t turn the logo upside down.
Don’t rotate the logo. Don’t change the size of the hive. Don’t use off-brand colors. Don’t use hard-to-read color combos.
Don’t compress the logo. Don’t extend the logo. Don’t get creative with the logo. Don’t change the typeface.

GUIDELINES EDITION
App Icons
App icons vary by platform and are optically

adjusted for best performance given the required
shape. Notable exceptions are that the Hive is able
to stand alone as the sole icon – because further
brand context is supplied within the page. We also
use a white mark on a yellow field because the
weight of the Hive is bold enough to remain legible.
1 UNIT PADDING

GUIDELINES EDITION
Logo Lockups & CTA
Download Logos here.

GUIDELINES EDITION
Typography
03
BUMBLE BRAND TYPOGRAPHY 2021 FIRST

GUIDELINES EDITION
We use different weights depending on the
TYPOGRAPHY application of our messaging, but always strive

to create bold contrast and legibility.
Italics are typically used to emphasize important
Our primary font is Circular, words, and are determined by a designer or copy-
designed by the Lineto foundry. writer on a case by case basis.
Circular BLACK Circular BLACK ITALIC
Circular BOLD Circular BOLD ITALIC
Circular MEDIUM Circular MEDIUM ITALIC
Circular BOOK Circular BOOK ITALIC
Contact the Creative Team

if you need to obtain access to
the Circular font files.

GUIDELINES EDITION
Circular Book Circular Bold
ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmnopq abcdefghijklmnop
rstuvwxyz qrstuvwxyz
0 1 2 3 4 5 6 7 8 9 ! 0 1 2 3 4 5 6 7 8 9 !
Circular Medium Circular Black
ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmnop abcdefghijklmnop
qrstuvwxyz qrstuvwxyz
0 1 2 3 4 5 6 7 8 9 ! 0 1 2 3 4 5 6 7 8 9 !

GUIDELINES EDITION
Type DOWNLOAD THE
ADOBE ILLUSTRATOR
TYPE STYLE
Styles*
LIBRARY HERE

GUIDELINES EDITION
HEADLINE STYLES
Isometric Text
Use isometric style to treat a short phrase that represents a
meaningful moment. Generally applied to eight words or less.

GUIDELINES EDITION
Sincere Style
Generally, Sincere Style should be used when
the copy takes on a conversational tone.
Circular Black
Spread love, Spread love,

Set Solid,
meaning the
Leading value
not germs.
is equal to the
Font size value.
If a line break
occurs, the
Leading value
of the break
not germs.
HALF
Date virtually
with Bumble.
space should be
Date virtually
divided in half.
Left-aligned
with a natural
right rag.
with Bumble.
Use complete sentences
Kerning mode is set to Optical. with Sentence Case, and
Tracking is set to zero (0). punctuation.

GUIDELINES EDITION
BE
Bold Style
Generally, Bold Style should be used when
the copy is making a bold statement.
Circular Black
set in
ALL CAPS.
SOMEONE HALF
Unless the layout
requires different
spacing, when a
line break occurs,
the Leading value
THEN FIND
of the break space
should be divided
in half.
Can be set either
Left-aligned with
a natural right
rag, or Centered,
depending on
the layout.
SOMEONE
Punctuation is
used normally
throughout the
message, but
periods at the
end of sentences
are dropped.
Kerning mode is set to Optical.

Tracking is set tight, down to negative
forty (-40), depending on size.

GUIDELINES EDITION
BODY STYLES
All Caps Body Book

Use for subhead styles, introductions, or small caps. Use for short or long-form text when readability
Avoid using for long-form text. is the primary concern.
Black
Use for short or long-form text, or as a bold
accent to Book.

GUIDELINES EDITION
CAPTION STYLES
Use caption styles for small text to support
an image or footnote.
All Caps Caption Upper & Lowercase Caption

GUIDELINES EDITION
Application Out of Home billboard example in
Classic Sincere Style.

GUIDELINES EDITION
Application Out of Home examples in
Classic Bold Style.

GUIDELINES EDITION
Application

GUIDELINES EDITION
Composition
04
BUMBLE BRAND COMPOSITION 2021 FIRST

GUIDELINES EDITION
COMPOSITION In most cases, the logo should span 5 columns
for all formats. However, between 4–6 columns
is acceptable to resolve clear space conflicts or
Layouts are placed into one of three main categories. sizing issues, such as if the logo appears too small.
VERTICAL (V) Each format utilizes a specified number of columns

SQUARE & NEAR-SQUARE ( S ) to create the layout’s grid. The wider, or more
HORIZONTAL ( H ) horizontal a layout becomes, the more columns
it receives. Consider this a scalable guide to help
shape the page for design.
VERTICAL – ( V ) SQUARE & NEAR-SQUARE – ( S ) HORIZONTAL – ( H )
8–9 COLUMNS 10–14 COLUMNS 16–28 COLUMNS

– – –
COMMON FORMATS COMMON FORMATS COMMON FORMATS
1:2, 9:16, 2:3 4:5, 1:1, 5:4 3:2, 16:9, 2:1, 3:1, 5:1

GUIDELINES EDITION
Common Formats HORIZONTAL
Frequently used formats for print and digital ads,

and their corresponding columns.
3:2 16 : 9
– –
16 COL 18 COL
VERTICAL
1:2 9 : 16 2:3
– – –
8 COL 8 COL 9 COL 2:1
–
20 COL
SQUARE & NEAR-SQUARE
3:1
–
4:5 1:1 5:4 22 COL
– – –
10 COL 12 COL 14 COL
5:1
–
28 COL

GUIDELINES EDITION
Vertical Layouts
The margins for this category ( V ) are a
vertical ratio ( 9 : 10 ). This means there 10
is more padding on the top and bottom to 9

compensate for the extended height. MARGIN
1 9 2
2 16 3
1:2 | 8 COL 9:16 | 8 COL 2:3 | 9 COL

GUIDELINES EDITION
4
Square &
Near-Square Layouts
The margins for this category ( S ) are a
square ratio ( 1 : 1 ). This means there 1
is equal padding on all sides to reinforce 1
the square proportions. 4:5
MARGIN
5 –
10 COL
1:1
1 –
12 COL
5:4
4 –
14 COL

GUIDELINES EDITION
Horizontal Layouts
2
The margins for this category ( H ) are a

horizontal ratio ( 10 : 9 ). This means there 9
is more padding on the left and right sides 10

2:1
1 –
to compensate for the extended width. MARGIN
20 COL
3:2
2 –
16 COL
16
3:1 | 22 COL
16:9 | 18 COL 5:1 | 28 COL

GUIDELINES EDITION
Shaping the Page
Typography should have a natural rag that
Begin by knowing what format you need, weaves in and out in a balanced way.
and how many columns it utilizes. Avoid creating shapes or awkward line breaks.
EX. SQUARE LAYOUT (12 COLUMNS)
1
1
1 Add 2 columns to the specification, then

2 Define the margin based on the layout Left-aligned layout applied to the grid. Centered layout applied to the grid.
draw an evenly spaced grid across the width format ( V – S – H ), so that the margin spans
of the page – 14 columns in this example. the width of one column.

3 Create a frame from the margins, and
4 Now we have the resulting 12-column grid Finished left-aligned layout. Finished centered layout.
crop the grid to create the working grid. for a square layout.

GUIDELINES EDITION
Application Maybe everyone left Maybe everyone left S.F. so
S.F. so you two could you two could meet each other.
meet each other.
Maybe
everyone
Maybe
everyone
Maybe everyone Maybe everyone Maybe
left S.F. so you everyone
left S.F. so
you two left S.F. so two could meet left S.F. so you left S.F. so
could meet
each other.
you two
could meet each other. two could meet you two
each other. each other. could meet
each other.
Maybe everyone Maybe

everyone Maybe everyone left
left S.F. so you left S.F. so
S.F. so you two could
you two
two could meet
each other.
could meet
each other. meet each other.

GUIDELINES EDITION
Application Maybe everyone left Maybe everyone left S.F. so
S.F. so you two could you two could meet each other.
meet each other.
Maybe
everyone
Maybe
everyone
Maybe everyone Maybe everyone Maybe
left S.F. so you everyone
left S.F. so
you two left S.F. so two could meet left S.F. so you left S.F. so
could meet
each other.
you two
could meet each other. two could meet you two
each other. each other. could meet
each other.
Maybe everyone Maybe

everyone Maybe everyone left
left S.F. so you left S.F. so
S.F. so you two could
you two
two could meet
each other.
could meet
each other. meet each other.

GUIDELINES EDITION
App Store Logos LEGAL CREDIT LINES
Use the Apple App Store and Google Play logos The following credit lines must be included for all
together in layouts when a call to action is required, instances where store logos are used. However, this
for instance, ‘Download now.’ does not apply to social media, in which case these
bylines do not need to be included.
Each logo comes with its own set of graphic standards.
Use the badges as provided. Never alter the logos.
FOR USE WITHIN THE UNITED STATES
– Download the appropriate logos. Logos are localized, and you
should obtain the correct version for your language and market. Apple and the Apple logo are trademarks of Apple Inc.
Google Play is a trademark of Google LLC.
– Google Play offers a logo for Digital (RGB) or Print (CMYK) use.
Select the appropriate format for each deliverable.
– Online use of the badges should link out to the Bumble app in
FOR USE OUTSIDE OF THE UNITED STATES (EXAMPLE SHOWN IN SPANISH),
each respective store. TRANSLATE THE CREDIT, BUT NOT THE TRADEMARK NAMES
– All usages (excluding social media) require an additional,

localized legal attribution. Examples of such are out-of-home Apple y Apple logo son marcas comerciales de Apple Inc.
marketing campaigns, TV commercials, and digital displays. Google Play es una marca comercial de Google LLC.
Download App Store Logos Download Google Play Logos
Print + Digital Digital (RGB)
Apple and the Apple logo are trademarks of Apple Inc.

Localized Print (CMYK) Google Play is a trademark of Google LLC.
Localized Localized digital

GUIDELINES EDITION
The centered arrangment uses a minimum In-line and stacked arrangements have a minimum
spacing of one and a half units to separate separation requirement between the Bumble logo
the Bumble logo from the store logos. and the app store logos. They should be no less than
This space can be more but not less. the width of the Google Play logo apart.
CENTERED IN-LINE
X-HEIGHT
1 1⁄2 UNITS
MINIMUM
X-HEIGHT
MINIMUM
SEPARATION
WIDTH
The height of the app store logos should equal the
Bumble logo’s x-height, and align to its baseline. STACKED
X-HEIGHT
SPACING THE LOGOS

In extremely vertical layouts, the minimum separation
Use a half-unit of space to 1⁄2 UNIT
separate the two app store may not be possible without setting the logo less than
logos – relative to the size
1 UNIT
5 columns wide. In this case, the logo may be set between
of the Bumble hive.
4–5 columns to make room for the app store logos and
the minimum separation width.

GUIDELINES EDITION
Summary VERTICAL – STACKED HORIZONTAL – IN-LINE
Examples of each format

playing by the rules, with
digital versions of the
Maybe Maybe everyone
store logos.
everyone left S.F. so you

Every scenario is unique,
and will need to be
left S.F. so two could meet
each other.
adjusted optically to best
represent the guidelines.
you two
could meet
Bumble logo spanning
the optimal 5 column
width, with adequate
each other.
space between app
store logos.
SQUARE – CENTERED
Maybe everyone
left S.F. so you
two could meet
each other.
Bumble logo adjusted to span 4 1/2 columns to create
minimum separation width for app store logos.

Bumble logo scaled
to span 6 columns for
optical balance.

GUIDELINES EDITION
Color
05
BUMBLE BRAND COLOR 2021 FIRST

GUIDELINES EDITION
COLOR
Always ensure the message is readable
Bumble’s core color palette is bold, simple, and bold, with high contrast. For this reason,
and high contrast in order to emphasize our avoid using yellow text or logos on a white
mission. Care should be taken to match background. Inversely, avoid using
these swatches for print and digital output. white text or logos on a yellow background.
Approved color Avoid these color
Bb Bb Bb
combinations combinations for
BUMBLE YELLOW
for typography typography and
PMS 123 C
and logos. logos.
HEX #FFC629
CMYK 0 19 89 0
RGB 255 199 44
BUMBLE BLACK
Bb Bb Bb
PMS 433 C
HEX #1D252C
CMYK 25 5 0 93
RGB 29 37 45
Approved color
combinations
for decorative art-
BUMBLE WHITE
work and pattern.
BRIGHT WHITE PAPER
HEX #FFFFFF
CMYK 0 0 0 0
RGB 255 255 255

GUIDELINES EDITION
70% 20% 10%
Bumble Yellow is the primary brand color, Bumble Black Bumble

and should be the most prevalent. is the secondary White
brand color. is here for
accents.

GUIDELINES EDITION
Secondary Colors
Bumble’s secondary color palette should not be

SOFT WHITE
used in all instances. The secondary palette should PMS 9060 C – 50% Tint
only be used if the Classic color palette has been HEX #FEFBED
CMYK 0 1 7 0
thoroughly established, and there is a need to create RGB 254 251 237
further depth or to soften the overall appearance.
For example, our Instagram feed requires additional

color support to create enough variation and tone IN APP BACKGROUND
across the entire system. The extended colors are PMS 9060 C
also helpful at creating yellow gradients with Bumble HEX #FFF7DE

CMYK 0 2 14 0
Yellow as the primary color. RGB 255 247 222
In App Background is used as a main background

color in the app.
POLLEN
PMS 931 C
HEX #FDE780
CMYK 3 5 60 0
RGB 253 231 128
GOLDEN HONEY
PMS 7555 CP
HEX #E3AA1F
CMYK 11 34 100 0
RGB 227 170 31

GUIDELINES EDITION
BUMBLE YELLOW WHITE
BLACK SOFT WHITE
POLLEN IN APP BACKGROUND
GOLDEN HONEY

GUIDELINES EDITION
Usage Guidelines
Ensure that any color application leads with

Bumble Yellow and the Core Bumble Color palette.
DO DON’ T
Use a majority of Bumble Yellow and Core Bumble Colors. Use a majority of Secondary Colors.

GUIDELINES EDITION
GUIDELINES EDITION
Photography
06
BUMBLE BRAND PHOTOGRAPHY 2021 FIRST

GUIDELINES EDITION
PHOTOGRAPHY
The right Bumble photography helps
us elevate our mission and the stories
of our users.
We should always be inclusive in the

way we depict our diverse community.
Photos should feel natural and not
idealized or over-edited. We’re striving
to depict regular people and believable
experiences.
Always aim to align with our values.

Capture images that evoke feelings of
empowerment and belonging, while
breaking stereotypes and gender norms.

GUIDELINES EDITION
Photography Principles
EMPOWERMENT
Like our mission, women are the heroes of our

INCLUSIVENESS photography and should be portrayed as such.
We celebrate our community and its uniqueness Images should capture diversity and depict
through the diverse characters our brand represents. everyday people having the courage to make first
Capturing diversity of race, sexual orientation, body moves, big or small, to improve their lives.
type, ability, interests and location is not just the goal –
it’s the standard. CONNECTION
The goal is to capture authentic moments of

AUTHENTICIT Y connection that engage and resonate with people.
Our users are our story and we want to showcase the
real moments and situations people will experience when FUN
they join Bumble. We aim to capture a variety of relatable Dating should be fun and our images should
moods and moments, not just the “perfect” ones. capture dating in this light: both in its perfect
and imperfect moments.

GUIDELINES EDITION
Categories of Photography
USER P RODUCT L IFESTYLE
_ Direct to Camera _ In Situ

_ Selfie _ In Use
_ Activity

GUIDELINES EDITION
USER PHOTOGRAPHY
AIM
Capture authentic, diverse, and joyful images

that express the subject’s personality. Photos should
fit seamlessly within our ‘real’ user profiles.
_ Images aren’t overproduced, rather, they give an

impression of a high quality photo that the user took
themself. If it looks like it was taken on a cell phone,
that’s a good thing.
_ Images should be visibly engaging while following

the best practices we encourage our community
to follow – e.g., avoid group photos, avoid covering
or obstructing faces, and no bathroom mirror selfies.
_ Shoot at eye level, and wide enough to allow for a

9 : 16 vertical crop. Factor in negative space around
the subject to draw focus and allow for the Bumble
App profile UI overlay.

GUIDELINES EDITION
USER PHOTOGRAPHY
Styles
DIRECT-TO-CAMERA SELFIE ACTIVIT Y
Portrait-style photography Portrait is clearly taken by the user Wider scene that shows the set-
ting
_ Images can feel a bit more posed _ Images should be well-lit and fill the
but still need to capture natural frame. Characters should be happy _ Photos that capture interest or
and relaxed characters; avoid any and relaxed with natural smiles. Avoid activities that match the character’s
exaggerated poses, or movements. intense eye contact, pouts, or any profile you’re building, e.g., a hiker
forced facial expressions. walking outside or standing in a field.
_ These work best when the photo is
taken at eye level with subject’s eyes _ Subject’s head and face should fill _ These images can be more free-
sitting in the upper third of the frame. the frame with arm slightly visible. flowing in composition and can also
include movement that aids to capture
_ Full body, torso, and close crop _ Background should be simplified a more relaxed story or expressive
images should be considered. when capturing selfies. Avoid visual. The character should remain
any distracting clutter competing the focal point of the photo.
with focal points.

GUIDELINES EDITION
PRODUCT PHOTOGRAPHY
AIM
Product photos tend to be of slightly higher production

quality and are more stylized than user photos. The goal is
to represent the product, features, and user interactions
in a natural, realistic setting.
_ These photos should fit naturally within the Bumble

photography suite.
_ UI and features should make sense in the scene and

location you’re shooting.
_ UI displayed on the device should always have enough

visibility to capture the feature you’re showing.
Allow for 80% of the screen to be visible when hands
or objects are interacting with the phone.

GUIDELINES EDITION
_ In contrast to the In Situ style, we
PRODUCT PHOTOGRAPHY
want the character’s body language,
facial expressions, or interactions
Styles with the phone to be the focus of
the photo rather than the phone
PRODUCT IN SITU PRODUCT IN USE
itself. The phone should not take up
_ Consider capturing these gestures:
Showcasing our product Capturing our users’ interaction more than 20% of the photo.
tapping, swiping, texting, voice and
and features. with the product.
video call. _ The handling should look natural
_ These photos focus on the phone _ Show how Bumble fosters moments and capture the ease of using the
_ Take into consideration that UI
and the product UI itself. of connection between people with- product. Consider capturing these
could be added in post.
out inhibiting IRL conversations. gestures – tapping, swiping, texting,
_ Style locations and scenes should To achieve this we need to ensure voice and video call.
COMPOSITION
feel authentic. Think of a phone characters seem present while
Capture from unique angles so COMPOSITION
casually dropped onto a desk, as using the product and not absorbed
images do not feel staged. Shoot wide at eye level to allow for
opposed to an overly stylized flat lay. by their phone. e.g., character
e.g., over the shoulder texting. cropping or Bumble App UI elements
ignoring people in a room.
_ The model’s interactions and to be included. Use the rule of
handling of the product should look Use the rule of thirds to capture _ Phone presence should add context thirds to capture visually appealing
natural and feel comfortable. visually appealing negative space. and not detract from the scene. negative space.

GUIDELINES EDITION
LIFESTYLE PHOTOGRAPHY
AIM
Lifestyle photos are our opportunity to show how Bumble _ Avoid direct-to-camera poses unless it’s a selfie.
fosters empowering connections. This is achieved Lifestyle photos should feel like natural moments that
by capturing free-flowing scenes of candid moments. occur during a relationship or during someone’s day.
We’re looking for genuine smiles, awkward laughs,
living room dances, first kisses, personal jokes, loving COMPOSITION
looks, vulnerability, and authenticity. Wider, open photos with negative space allow for
cropping and overlay text. Use the rule of thirds to
_ These photos have a higher production value without capture visually appealing negative space.
being over produced, fitting naturally within the Bumble
photography suite. Again, it’s a good thing if they seem
like they were taken on a cell phone.
_ The audience should feel involved in the authentic,

spontaneous moments. Like a fly on the wall of an
empowering relationship.
_ Photos and actions portrayed should be emotive

and inspire courage in our audience to make first moves,
big or small.
_ Capture action to show the joy and freedom of

dating with Bumble. Movement helps the setting
appear more authentic.
_ Simplify the scene rather than overusing shallow

depth of field.
RULE OF THIRDS

GUIDELINES EDITION
Casting & Styling
CASTING
_ Bumble users appear to be natural, engaging,

confident, charming, cheeky, authentic, and happy.
Not intense, cheesy, awkward, or smug. Bumble is
expressive and our cast should reflect that.
_ We must always represent a diverse range of people.

This means diversity of gender, race, age, sexual
orientation, body type, ability, etc.
ST YLING
_ Styling should be authentic to the character and the

location while not being overly stylized, intimidating,
or polarizing.
_ Avoid heavy patterns, prints, and visible branding

on clothing.

GUIDELINES EDITION
Environment
AIM
Use locations that are inviting, comfortable,

and naturally suited to the purpose of the photo.
For example, if someone is sending a message

on their phone, they might be sitting on a couch.
If they’re holding a mug, they might be in a cafe.
_ The environment should build context for the

audience while setting the tone of photography.
_ Find simple ways to create backdrops that

capture the subjects.
_ Environments should feel inspirational yet

attainable – not too stylized.
_ Think about the space as an entire scene.

Images should feel large with room to breathe.
Negative space is essential in allowing
us to crop into moments, add Bumble App UI,
or overlay text.
_ Avoid excessive clutter that competes with

the focal point of the photo.

GUIDELINES EDITION
Lighting, Color & Retouching
AIM
Capture images with a realistic feeling of

warmth and brightness.
_ Photos should appear naturally white balanced,

with subtle warmth. Lighting should look real to
the eye and never too stylized, as if taken on a
warm afternoon.
_ Consider vibrant colors of wardrobe, locations,

and styling choices before shooting to help
avoid a reliance on post-production.
_ Subtle references to our brand color palette

should be found in photography so the brand
feels present in the shot.
_ Avoid heavy retouching of models.

Photos should feel be natural and unfiltered.
_ Avoid a high contrast causing heavy highlights

or shadows, particularly on people’s faces.
_ Avoid overusing depth of field. Simplify back-

grounds when needed.
_ Avoid blown out highlights and shadows.

Background objects should hold their shape.

GUIDELINES EDITION
BUMBLE BRAND PHOTOGRAPHY 108 2021 FIRST
GUIDELINES EDITION
Messaging
07
BUMBLE BRAND MESSAGING 2021 FIRST

GUIDELINES EDITION
Bumble’s voice is MESSAGING
sincere, supportive,
optimistic, bold,
and witty.
It depends on the Within the app, how we speak
emotional state we’re

to a user depends on where
they are in their journey and their
communicating to,
emotional state.
How we speak to a user outside of the app
whether a group or depends on the channel.
will lean bold and witty.
an individual user.
SOCIAL MEDIA
PARTNER CONTENT on Refinery29, for example,
will lean supportive and optimistic.
OUT OF HOME will scale according to campaign
goal like brand awareness or affinity,
generally ranging from optimistic to witty.

GUIDELINES EDITION
Tone of Voice IS A USER ARE THEY ARE THEY
DECIDING TO STARTING TO GET TING A
DATE? MESSAGE & MATCH? DATE?
The breakdown of our voice is mapped against
the customer journey. It’s best considered on It’s best to offer Try sending Get playful
a scale of vulnerability to hopefulness. sincere support optimistic and to stoke the
to get them to even bold excitement.
The ultimate goal being to create a positive complete that communication.
emotion in response. download.
VOICE MAPPED AGAINST

CUSTOMER JOURNEY
SINCERE SUPPORTIVE OPTIMISTIC BOLD WITTY

Honest Empathetic Positive Candid Playful
Trustworthy Helpful Hopeful Aware Humorous
Clear Constructive Encouraging Brave Clever
Inviting Clear Accepting Realistic Entertaining
VULNERABLE HOPEFUL

GUIDELINES EDITION
Deciding
DECIDING Getting Testing Getting to Messages
TO DATE
to date started the waters know people that matter
Downward Rocky road The final Download Registering Choosing Light profile Orientate Start to Deciding Building Messaging A message Messaging Getting The date
spiral to recovery push and go an account pictures setup to the app message & what’s right out profile & matching that matters loop a date
match for me
In-control Excited + 2.5

Optimistic Nervous
Apprehensive Nervous Hopeful
When a user Hopeful DELIGHT
is deciding to Energised
Excited
date, our voice Nervous
+ 2.0
tends to be
Sincere Impatient
Excited
+ 1.5
This feels . . . Optimistic
Indifferent Excited
Honest Proud Neutral
CUSTOMER EXPERIENCE SCORE

Insecure
Optimistic
Trustworthy Uncertain
Impatient
Eager
+ 1.0
Clear Relief
Frustrated
Excited
Vulnerable
Inviting Awkward
Energised
Excitement Confused
Uncertain
Impatient Uninspired Decisive Determined

Fatigued Motivated In-control Energised
0
Sadness
Self-pity
Low self-worth
- 1.0
Bored Disrespected
Dread Openminded Determined
Self-conscious
Impatient Dejection
Hopeful
Pressured - 1.5
- 2.0
The Doom Loop
Legend PAIN
Positive emotion Man Drying up Failed experiments with profile Transparency & clarity of payments Conversations going nowhere
Negative emotion Woman - 2.5
VULNERABLE CUSTOMER JOURNEY HOPEFUL

GUIDELINES EDITION
Sincere
COVID-19
We’re sincere by being HONEST and TRUST WORTHY
Our writing should be CLEAR and INVITING
This doesn’t mean we sacrifice being direct for

the sake of being friendly.
PUSH NOTIFICATION SOCIAL MEDIA EVENT FLYER EVENT FLYER

GUIDELINES EDITION
Deciding Getting
GETTING Testing Getting to Messages
to date STARTED
started the waters know people that matter
match for me

Optimistic Nervous
When a user is Apprehensive Nervous Hopeful
DELIGHT
getting started, Hopeful
Energised
Excited
our voice tends Nervous
+ 2.0
to be
Supportive Impatient
Excited
This feels . . . + 1.5

Optimistic
Empathetic Proud
Indifferent
Neutral
Excited

Insecure
Optimistic
Helpful Uncertain
Impatient
Constructive Eager
Frustrated
Excited
+ 1.0
Relief
Clear Energised Vulnerable
Uncertain
Awkward Excitement Confused
0
Sadness
Self-pity
Low self-worth
- 1.0
Bored Disrespected
Self-conscious
Impatient Dejection
Hopeful
Pressured - 1.5
- 2.0
The Doom Loop
Legend PAIN

GUIDELINES EDITION
Supportive DIGITAL MARKETING
We’re supportive by being EMPATHETIC and HELPFUL
Our writing should show that we’re

CONSTRUCTIVE and INCLUSIVE
This doesn’t mean that we’re afraid to tell it

like it is when we need to. SEE: BOLD
PUSH NOTIFICATION SOCIAL MEDIA IN APP CARD DIGITAL MARKETING

GUIDELINES EDITION
Deciding Getting TESTINGTesting
THE Getting to Messages
to date started WATERS
the waters know people that matter
match for me

Optimistic Nervous
When a user Apprehensive
Hopeful
Nervous Hopeful
DELIGHT
is testing the Energised
Excited
waters, our voice Nervous
+ 2.0
tends to be
Optimistic Impatient
Excited
+ 1.5
This feels . . . Optimistic
Indifferent
Positive Proud
Excited

Neutral Insecure
Optimistic
Hopeful Uncertain
Impatient
Eager
Encouraging Relief
Frustrated
Excited
+ 1.0
Accepting Awkward
Energised
Excitement Confused
Vulnerable
Uncertain

0
Sadness
Self-pity
Low self-worth
- 1.0
Bored Disrespected
Self-conscious
Impatient Dejection
Hopeful
Pressured - 1.5
- 2.0
The Doom Loop
Legend PAIN

GUIDELINES EDITION
EVENT MURAL
Optimistic
We’re optimistic by being POSITIVE and HELPFUL
Our writing should always be ENCOURAGING and DIGITAL MARKETING
ACCEPT the reality of our users’ lives.
This doesn’t mean that we don’t take accountability

for any negative responses that may arise.
PUSH NOTIFICATION
OUT OF HOME

GUIDELINES EDITION
Deciding Getting Testing GettingTO
GETTING to Messages
to date started the waters KNOW PEOPLE
know people that matter
match for me

Optimistic Nervous
DELIGHT
getting to know Hopeful
Energised
Excited
people, our voice Nervous
+ 2.0
tends to be
Bold Impatient
Excited

Optimistic
Candid Proud
Indifferent
Neutral
Excited

Insecure
Optimistic
Aware Uncertain
Impatient
Brave Eager
Frustrated
Excited
+ 1.0
Relief
Realistic Energised Vulnerable
Uncertain
0
Sadness
Self-pity
Low self-worth
- 1.0
Bored Disrespected
Self-conscious
Impatient Dejection
Hopeful
Pressured - 1.5
- 2.0
The Doom Loop
Legend PAIN

GUIDELINES EDITION
Bold
DIGITAL MARKETING
We’re bold by being CANDID and AWARE
Our writing should make a STRONG statement;

we’re BRAVE and unapologetic about our beliefs.
This doesn’t mean we’re not playful in how

we communicate our brand.
PUSH NOTIFICATION EVENT FLYERS EVENT FLYERS PRINT

GUIDELINES EDITION
Deciding Getting Testing Getting to Messages
MESSAGES
to date started the waters know people THAT MATTER
that matter
match for me

Optimistic Nervous
DELIGHT
sending messages Hopeful
Energised
Excited
that matter, our Nervous
+ 2.0
voice tends to be
Witty Impatient
Excited

Optimistic
Playful Proud
Indifferent
Neutral
Excited

Insecure
Optimistic
Humorous Uncertain
Impatient
Clever Eager
Frustrated
Excited
+ 1.0
Relief
Entertaining Energised Vulnerable
Uncertain
0
Sadness
Self-pity
Low self-worth
- 1.0
Bored Disrespected
Self-conscious
Impatient Dejection
Hopeful
Pressured - 1.5
- 2.0
The Doom Loop
Legend PAIN

GUIDELINES EDITION
Witty AUSTIN CIT Y LIMITS MUSIC FESTIVAL
We’re witty by being PLAYFUL and CLEVER
Our writing regarding human connection is

ENTERTAINING in order to create a retentive experience.
This doesn’t mean we aren’t sensitive to the trials

and tribulations of meeting new people.
PUSH NOTIFICATION COVID-19
COVID-19

GUIDELINES EDITION
Quick editing guide
_ Be extremely clear. _ Make negative

_ Cut the adverbs. requests positive.
_ Turn passive voice _ One exclamation
to active voice. point only (when
you really need it).
TO AVOID _ Use inclusive
pronouns when
As our brand has evolved and grown Because of today’s gun climate (U.S),
into a globally recognized steward we’re also avoiding “shoot” and
of equality and modern feminism, “shot” language, especially in in-app
required.
we’re staying away from overly cute, cards, social, and push notifications
emphatic language and bee imagery. that could potentially be viewed by
EX: “Bee thoughtful,” etc. users at an inopportune time.

GUIDELINES EDITION
BUMBLE BRAND FIRST 2021
GUIDELINES EDITION

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Brand

BUMBLE BRAND INDEX 2021 FIRST

BUMBLE BRAND MISSION 2021 FIRST

a world where Bumble is a supportive, inclusive connections

all relationships a comfortable, equal, healthy way.

BUMBLE BRAND MISSION 2021 FIRST

BUMBLE BRAND LOGO 2021 FIRST

set on the left side of the word mark.

The logo set in Bumble Black on a field

The hive should never stand on its own

BUMBLE BRAND LOGO 2021 FIRST

BUMBLE BRAND LOGO 2021 FIRST

When the partner’s logo is shorter in width than the

BUMBLE BRAND LOGO 2021 FIRST

When creating layouts, a grid is used to

BUMBLE BRAND LOGO 2021 FIRST

Our logo is scalable for both

Smallest size: 20 pixels tall /

BUMBLE BRAND LOGO 2021 FIRST

BUMBLE BRAND LOGO 2021 FIRST

App icons vary by platform and are optically

BUMBLE BRAND LOGO 2021 FIRST

Download Logos here.

BUMBLE BRAND LOGO 2021 FIRST

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

TYPOGRAPHY application of our messaging, but always strive

Circular BLACK Circular BLACK ITALIC

Circular BOLD Circular BOLD ITALIC

Circular MEDIUM Circular MEDIUM ITALIC

Circular BOOK Circular BOOK ITALIC

Contact the Creative Team

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

Spread love, Spread love,

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

Kerning mode is set to Optical.

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

All Caps Body Book

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

All Caps Caption Upper & Lowercase Caption

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

BUMBLE BRAND TYPOGRAPHY 2021 FIRST

BUMBLE BRAND COMPOSITION 2021 FIRST

VERTICAL (V) Each format utilizes a specified number of columns

VERTICAL – ( V ) SQUARE & NEAR-SQUARE – ( S ) HORIZONTAL – ( H )

8–9 COLUMNS 10–14 COLUMNS 16–28 COLUMNS

BUMBLE BRAND COMPOSITION 2021 FIRST

Frequently used formats for print and digital ads,

SQUARE & NEAR-SQUARE

BUMBLE BRAND COMPOSITION 2021 FIRST

is more padding on the top and bottom to 9

1:2 | 8 COL 9:16 | 8 COL 2:3 | 9 COL

BUMBLE BRAND COMPOSITION 2021 FIRST

BUMBLE BRAND COMPOSITION 2021 FIRST

The margins for this category ( H ) are a

is more padding on the left and right sides 10

– All usages (excluding social media) require an additional,

USER P RODUCT L IFESTYLE

_ Images aren’t overproduced, rather, they give an

_ Images should be visibly engaging while following

_ Shoot at eye level, and wide enough to allow for a

_ These photos should fit naturally within the Bumble

_ UI and features should make sense in the scene and

_ UI displayed on the device should always have enough

_ The audience should feel involved in the authentic,

_ Photos and actions portrayed should be emotive

_ Capture action to show the joy and freedom of

_ Simplify the scene rather than overusing shallow

_ Bumble users appear to be natural, engaging,

_ We must always represent a diverse range of people.

_ Styling should be authentic to the character and the

_ Avoid heavy patterns, prints, and visible branding