Stitch is a an online companionship (not traditional dating) service, targeted to mature adults, who are around 50 or older. The reason Stitch is made for them is that, at this stage in life, you are not necessarily looking for marriage, sex, or romance, which is what all online dating websites assume. The filters are also different, it's not all about your physical age or your photo, height, weight, etc. It's about your common interests, activities, close location, and real compatibility. You can also have multiple companions, some romantic, some not.
Stitch literally does that - we stitch people together, and stitching is more thoughtful, not just 1 to 1. It's also more trustworthy and legitimate. Lastly, we do not want to create the pressure of marriage, and be more lighthearted.
Note that our target audience feels 10 years younger than they are - most feel between 45 and 55- so this is the age they connect with, regardless of their physical age. So they are not children, but they are NOT elderly, or "old people." They want a modern brand, but it needs to be trustworthy.
Furthermore, hearts and traditional dating symbols will NOT work since this is not necessarily about romance, sex and marriage.