As a rapidly growing business changing the travel and hospitality industry, Airbnb has changed the way people travel on a global scale. The Airbnb community extends to over 18 million community members with listings in 34,000 cities in 190 countries. The business had outgrown the original visual brand, which to this point had consisted of a series of logos designed by the founders.
The founders of Airbnb had identified the importance of a rebrand as they had quickly grown from a small business into an international company. The rebrand aimed to reflect the growth and future vision of the company to their community made up of differing ages, aspirations and needs.
We looked to re-imagine the brand at every level, from strategic direction, proposition & identity through to multi-channel delivery.
The rebrand looked to engage both the internal and external communities of Airbnb with a new proposition, “Belong Anywhere.”
The identity was spearheaded by the Beló logo, a symbol aiming to transcend language and cultural barriers to be understood globally. The long term goal was for the marque to become a universal symbol of belonging. The visual identity of all Airbnb’s platforms including the website and app were addressed.
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