While its sister dating apps have honed their marketing messages over the years, Hinge only recently landed on its own: a dating app “designed to be deleted.” Though the company made the branding message public in December last year, today, it’s rolling out a redesign that freshens up the app, and, according to Tim MacGougan, the app’s chief product officer, brings “design to be deleted” to the forefront of the app experience.

“We felt like designed to be deleted had an energy of positivity and optimism to it that the old design wasn’t living up to,” he tells The Verge. “So the old design was communicating relationships, but in a way that was attempting to be maybe a bit more mature, so it was a little bit more muted, and we thought…

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