JDate Brand Identity

In 2015 I lead the efforts to reposition and
create a new identity for JDate.

As the leading destination for Jewish singles, JDate has greatly evolved since its launch in 1997. Our brand has endured over these last two decades thanks to extraordinary service, an exceptional product, and a passionate loyalty to our core values.

As creators of JDate’s brand visual language, we are the advocates of the brand and its values, strengthening the brand’s personality in consumers’ minds. Your creativity will bring vibrancy and freshness to the brand, but in order to maintain a cohesiveness, use this guide to both bound and inspire your creative endeavors for JDate.

The guide should not stifle the creativity, but create an environment in which we can all achieve our maximum creative potential, while maintaining a unified vision.


Simply put, the brand identity and design standards exist to provide clear, reliable and enduring guidance on designing for the JDate brand. The importance of our brand standards, however, is anything but rigid. They are central to our ongoing commitment to:

  • Maintain authenticity and build brand equity;
  • Provide a level of consistency and quality;
  • Facilitate increased productivity

Most importantly, this document is meant to help our creative partners understand how the brand standards fit into and affect all brand touchpoints.

A Comprehensive Redesign

This redesign was a landmark moment for Spark Networks. In early 2015, we set out to turn-around a faltering brand and rebuild the trust and commitment to our members. We focused back on our roots of providing singles with online platforms that help them find compatible, life-long relationships.


Created print guidelines for all related materials in marketing and advertising.


Full guidelines on usage for all digital media, channels & platforms.


UX & UI guidelines for iOS and Android applications


Set broadcast standards for commercials and related video content.

Logo Identity

new logo

old logo

The Meaning Behind the New Logo

The JDate logo is an evolution for our 18th birthday. Keying off of our commitment to the Jewish faith and creating meaningful matches we’ve incorporated a nod to love in the Star of David with a heart. The red J was created from explorations around Jewish symbolism. It was inspired by the flicker of the eternal flame found above arks in synagogues. The blue in the logo represents the divine because blue is the color of the sea and sky. The red in the logo represents life and joy. Together they reflect the resilience of the Jewish people.

Custom Font

JSans Typeface

The JSans typeface is based on the angular properties of the Star of David, and contemporary geometric motifs. The JDate logotype, as well as the logotypes for other Jewish Network properties – such as JLife – must be typeset in JSans. Use of this proprietary typeface recognizably identifies, brands, and unifies the logotypes of our family of brands.

Other uses for JSans will evolve along with the brand. JSans should be used selectively for impact and to avoid overuse. Use of JSans is a strong but subtle branding cue that provides creative opportunities for brand expression, particularly in making statements about JDate or JDate subbrands.



A Sample of Pages from The Guide

JDate Brand Guide was last modified: by