{"id":72779,"date":"2019-03-05T15:00:17","date_gmt":"2019-03-05T15:00:17","guid":{"rendered":"https:\/\/www.whatfontis.com\/blog\/?p=72779"},"modified":"2019-03-04T13:25:54","modified_gmt":"2019-03-04T13:25:54","slug":"the-new-identity-of-airbnb-right-or-wrong","status":"publish","type":"post","link":"https:\/\/www.whatfontis.com\/blog\/the-new-identity-of-airbnb-right-or-wrong\/","title":{"rendered":"The new identity of Airbnb: right or wrong?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">If you are a travel junkie, you definitely must&#8217;ve heard about Airbnb. The online housing marketplace has been around for 11 years now, with no intentions of going anywhere in the near future. However, its identity hasn&#8217;t always been the one we are familiar with right now. In 2014, Airbnb went through a rebranding process, unveiling a fresh and relatable identity. With no further ado, let&#8217;s dig into this story and find out the most significant aspects of this new identity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How it all begun<\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"187\" src=\"https:\/\/www.whatfontis.com\/blog\/wp-content\/uploads\/2019\/02\/Airbnb-logo-old-vs.-new.png\" alt=\"Airbnb old logo vs new identity logo\" class=\"wp-image-72782\" srcset=\"https:\/\/www.whatfontis.com\/blog\/wp-content\/uploads\/2019\/02\/Airbnb-logo-old-vs.-new.png 696w, https:\/\/www.whatfontis.com\/blog\/wp-content\/uploads\/2019\/02\/Airbnb-logo-old-vs.-new-300x81.png 300w\" sizes=\"auto, (max-width: 696px) 100vw, 696px\" \/><figcaption>The old logo versus the new logo.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">On the 16th of July 2014, Airbnb introduced the world to its new and improved identity. The new positioning, <strong>Belonging Together<\/strong>, gave the brand a new whole new meaning. &#8216;Belonging has always been a fundamental driver of humankind. So to represent that feeling, we\u2019ve created a symbol for us as a community. It\u2019s an iconic mark for our windows, our doors, and our shared values. It\u2019s a symbol that, like us, can belong wherever it happens to be&#8217;, declared Brian Chesky, founder of Airbnb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In order to come up with a identity that could speak up for the brand and to the community, four members of the creative team pursued on a journey.  They visited 13 cities from four different continents and met 18 different hosts. The result? Something that shaped the way we understand travel. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The visual representation<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">The new identity on fonts<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Firstly, this new identity needed a fresh new font. The previous logo was designed by one of the owners of Airbnb. In order to write down the brand&#8217;s name, he used a font called <a href=\"https:\/\/www.whatfontis.com\/NMY_Bello-Words-Pro.font?text=\">Bello<\/a>. Although it looks nothing like the current one, it somehow managed to send out a sense of comfort and casualness which helped at developing the brand&#8217;s new image.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through its appearance, the 2014 logo managed to attract a more mainstream audience and to create brand awareness. For this new logo, the designers used a font from a particular font family: Lineto. Thus, the brand&#8217;s name is written in a customized version of Lineto&#8217;s Brown font, while other messages are written in a customized version of Lineto&#8217;s Circular. Check out a pretty similar font called <a href=\"https:\/\/www.whatfontis.com\/CF_Smooth-Circulars.font\">Smooth Circular<\/a>! It&#8217;s a nice and clean sans serif font that you must keep in mind.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The new identity on colors<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Secondly, another step in redesigning a brand&#8217;s image is choosing a representative color. Or, if you are really creative, coming up with one. The main color that stands for Airbnb is called after the street where everything started: Rausch. Pretty cool, right?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The new identity on logo<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, let&#8217;s focus our attention on the brand&#8217;s new logo. Commonly know as &#8216;The B\u00e9lo&#8217; &#8211; remember the whole belonging concept, right? &#8211; the logo is an abstract representation of four ideas: people, places, love and Airbnb. They are beautifully blending together in an A shaped logo. You can check out a short video about &#8216;The B\u00e9lo&#8217; <a href=\"https:\/\/www.youtube.com\/watch?v=nMITXMrrVQU\">here<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"276\" src=\"https:\/\/www.whatfontis.com\/blog\/wp-content\/uploads\/2019\/02\/Airbnb-abstract-representaion.png\" alt=\"Airbnb abstract representation\" class=\"wp-image-72784\" srcset=\"https:\/\/www.whatfontis.com\/blog\/wp-content\/uploads\/2019\/02\/Airbnb-abstract-representaion.png 1000w, https:\/\/www.whatfontis.com\/blog\/wp-content\/uploads\/2019\/02\/Airbnb-abstract-representaion-300x83.png 300w, https:\/\/www.whatfontis.com\/blog\/wp-content\/uploads\/2019\/02\/Airbnb-abstract-representaion-768x212.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>The abstract representation of four ideas in one logo.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">To sum up, when it comes to the travelling community, this new face of Airbnb has the potential of becoming as famous as the WIFI icon. Or the Apple&#8217;s logo. In addition, besides all this sense of community that this new identity indulges, Airbnb made us aware of one significantly important thing. It matured and it has the ambition to become a worldwide known brand. In other words, this change was beneficial. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, do you think that changing the identity of a brand should begin with a new logo? While you think about an answer, check out <a href=\"https:\/\/www.whatfontis.com\/\">whatfontis<\/a> for lots and lots of fonts that can come in handy for your creative project!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you are a travel junkie, you definitely must&#8217;ve heard about Airbnb. The online housing marketplace has been around for 11 years now, with no intentions of going anywhere in the near future. However, its identity hasn&#8217;t always been the one we are familiar with right now. In 2014, Airbnb went through a rebranding process, unveiling a fresh and relatable identity. With no further ado, let&#8217;s dig into this story and find out the most significant aspects of this new identity.<\/p>\n","protected":false},"author":3,"featured_media":72780,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,70],"tags":[95,80,83,97],"class_list":["post-72779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-fonts","category-graphic-design","tag-airbnb","tag-logo","tag-new-logo","tag-rebranding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The new identity of Airbnb: right or wrong? - WhatFontIs Blog<\/title>\n<meta name=\"description\" content=\"In 2014, Airbnb went through a rebranding process, unveiling a fresh and relatable identity. 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