Brand brand New hookup software Pure, designed by Russian studio Shuka, can be as blatant and clear because they (presently) come

Brand brand New hookup software Pure, designed by Russian studio Shuka, can be as blatant and clear because they (presently) come

By having a monochrome vagina for the logo design and striking black colored, white, and millennial red pictures of lollipops, gaping Georgia O’Keeffe-esque plants, and bondage masks, Pure seems like hardly any other dating application on the marketplace. Its no-nonsense photos are designed to show the unique feature of this software, which broadcasts users just for an hour or so before it deletes their profile, thus encouraging fast get-togethers as opposed to long-lasting relationship.

But could the branding of the hookup software such as this result in the search for no-strings-attached intercourse feel empowering?

Manages to do it fight the slut-shaming that includes historically trained females to think they must be discreet about sexual interest?

Throughout the very very early times of online dating sites, general market trends proposed that many women felt it had been unwanted to acknowledge being on internet dating sites at all, not to mention with solely intimate motives. Therefore, hookup apps saw it like in their utmost passions to be anodyne when it stumbled on branding. To fight the Craigslist rhetoric of “meet hot babes who would like to screw,” most apps avoid showing any semblance of intimate intent, choosing pictures more within the realm of “acceptable” network-building sites like LinkedIn. Bumble, the “female-friendly” Tinder where women begin chatting very very first, looks similar to a “buzzing” coworking facilitator than an area for intimate dalliances and play that is erotic.

Also apps which are more explicit about the intent of users, like threesome facilitator Feeld, have actually the unmistakable atmosphere (and color) of Airbnb. Grindr, having said that, is obvious about its intent and encourages its users become therefore. A lesbian equivalent Scissr possesses name that is transparent but its branding seems like an earlier type of Instagram, filled with typewriter icons and images of 35mm cameras.

This evasive branding has been proactive in encouraging a female-born consumer to experiment when they’ve been taught from a young age to be discreet about desire as i argued last month in an article about how the sex industry markets to women. But, evasive branding additionally perpetuates the situation by advertising the theory that intercourse shouldn’t be freely talked about. That’s why Pure’s method of its pictures is possibly quite radical.

Its logo design, its pictures, and its own program are clear; its erotic art digest and regular publication, Intercourse Is Pure, additionally created by Shuka, is similarly aesthetically striking.

“We created a design that could first look strange, after which at a 2nd appearance, seems friendly and usable,” say Shuka. “The primary idea would be to attract news attention—always a very important thing for a start-up—and to produce an identification that could be discussed through person to person, just as that the hookup stories that happen through the application are.”

But the majority of aspects of the application are problematic, and deflate the radical potential of its transparency. The copy that is bizarre Pure being a hookup application for “awesome individuals” (a sure-fire deterrent to virtually any actually “awesome” potential users), and its particular tagline promises so it’s a “discreet” platform (even though the branding, and software icon, are overtly not too). Even though the pictures are fresh and positively sexy, i really do wonder just why there are just feminine figures in the mix. You can find boobs, the vagina logo, drawings of gaping mouths smothered in lipstick… Why only one style of sex, with no other experiences, desires, or a feeling of fluidity?

Pure, design by Shuka

Shuka’s illustrations for Pure company cards plus the launch celebration paraphernalia, having said that, feel refreshingly original and bold. A number of evocative brushstrokes delineate lots of numbers in a variety of positions that are interconnected most are androgynous, some are more clearly defined. This juxtaposition of strong linework and looser, brushstroke illustration designs had been element of Shuka’s plan, the agency informs us. “It should always be tactile, and photos must have differing edges. We believe that underscores sensuality.”

The primary focus of the design is to get attention (and it’s worked), not to promote women’s sexual freedom while the app encourages transparency.

The usage a vagina being a logo is certainly not to destigmatize, it girls using sex toys is a“look that is purposeful me,” and also this is possibly probably the most dangerous facet of the branding. It’s important we promote destigmatization of feminine human anatomy components—like the efforts of #FreeTheNipple—but we ought to perhaps not confuse a design that’s destigmatizing having a design that’s taking advantage of the simple fact one thing is stigmatized, and it is therefore using it become “rebellious” for news attention.

The imagery Shuka has created is fresh and attractive, and truly unlike some other software, but eventually its provocation is really a hollow advertising ploy. This will be starkly revealed by the fact its in-app pictures are just catering to a single type of sex. The feeling of transparency is welcomed, however it should really be taken further by adopting a multiplicity of genders and sexualities.