Jul 23, 2014
Airbnb Debuts its New Logo and Brand Story
The new logo, website and brand is sophisticated, compelling and immersive. It’s obvious that a lot of time, thought and hard work has gone into Airbnb’s efforts. I think it’s one of the most comprehensive brand and user experience updates that I’ve seen in some time. In fact I’d be hard pressed to come up with a modern-day comparison. It’s such a big shift. I’m sure it was a huge undertaking for former Frog creative director Katie Dill who was recently appointed head of design at Airbnb.
Part of Dill’s mission was to ensure that users “understand the experience and the relationships behind it.” That is now reflected in all things Airbnb. The brand’s emphasis is on “belonging”. The site’s message, imagery and content is now wrapped around that concept. It’s no longer just about finding a place to stay for a few nights; it’s about making connections and belonging to Airbnb’s community.
The new logo is a story in and of itself. It’s incredibly simple and memorable. It’s now iconic and no longer “cartoonish” looking. The new mark is not only made up of the letter A, if you take a deeper look you’ll also see an outline of the place pin, an upside down heart, a paper plane shape, the outline in implies coming together or community. The simplicity of the mark reminds me of the peace sign, the Nike or VW logo—super simple, easy to remember and that is a good thing.
I can’t remember the last time a brand has generated so much buzz. Sure there are critics. There always will be. I think the update is genius and a stellar example of a modern and cohesive brand update that includes the company’s ethos, user experience and identity – that’s truly a brand that’s firing on all cylinders.
While researching I came across a few great posts that you’ll find below. Enjoy!