• by Danielle Oster , April 14, 2025

Leading dating app Tinder launched a new campaign setting fire to its recognizable flame logo.

“Burned Logo” commemorates Ex-Spouse Day (April 14), with an invitation to let go and move on with Tinder. Created in collaboration with Gut Mexico City, the campaign reframes breakups as opportunities to build meaningful connections and pursue new relationships

“One of the first steps to moving on from an ex is getting rid of the objects they left behind. Many people do this by burning them. It’s a cathartic act. Liberating. And in that very flame, we saw something more: Tinder’s flame logo,” Gut Mexico City Creative Director Agustín Osman said in a statement. “It often represents the next step—the exploration, the search. It’s the future. That’s why we transformed the flame that closes a cycle into the flame that opens new ones.”

“Burned Logo” is running across print and virtual platforms, using the imagery to highlight the brand positioning of Tinder as a means to reconnect with the dating world and pursue new possibilities. It marks the first “Ex Day” campaign from Tinder.

The new campaign follows Tinder parent company Match Group itself moving on with a new executive leader. In February, Match Group appointed Zillow co-founder Spencer Rascoff as its new CEO, succeeding Bernard Kim, who resigned from both the CEO role and Match Group board.

It also arrives amidst ongoing struggles for Tinder and Match Group, which is navigating revelations about user safety issues on its platforms, according to an Laist post. Match Group cited Tinder’s revenue decline last year, as a primary contributor to the company’s financial challenges during a February investors call to discuss its Q4 2024 earnings.

 “What you have to understand is Tinder's cost base is almost entirely in the U.S.,” incoming Tinder CFO Steve Bailey said during the call.  “And….a significant portion of its revenue comes from outside the U.S. We want to give ourselves the room to make the planned investments and product innovation at Tinder so that we can achieve our three-year revenue growth objectives,” he added

“We have three areas that we've talked about at Tinder, where we need to see progress,” Match Group CFO Gary Swidler explained. “We've talked about fostering a cleaner ecosystem, improving user outcomes and bringing the fun back to dating. And we really need to make progress in all three areas. Obviously, the trust and safety area is critically important to Tinder, and so that's a major area of focus and emphasis.”