![]() The Bélo takes the form of an upside-down heart or a paper clip symbol, which also looks like the letter “A”. The major change in Airbnb’s transformation is a new symbol the company named the “Bélo”. 3) The rebranding strategy New logo The “Bélo” Together, they designed a refreshed brand identity and developed a new brand strategy for the company. They, therefore, asked global brand and design agency DesignStudio to rebrand Airbnb towards the idea of “belonging”. Having never actively sat down to design an overall brand beyond a series of logos, Airbnb’s founders recognized the importance of this to be able to push the company forward to the next level. “Belonging is the idea that defines Airbnb, but the way we’ve represented Airbnb to the world until now hasn’t fully captured this”, stated Brian Chesky. “And what makes this global community so special is that for the very first time, you can belong anywhere” 2) The challenge: To better capture the idea of “belonging” You see, a house is just a space, but a home is where you belong”, explained Airbnb CEO Brian Chesky. For so long, people thought Airbnb was about renting houses. “It turns out the answer was right in front of us. ![]() Managing directors of the company needed to rework the brand as it was evolving, and asked themselves: “What is our mission? What is the big idea that truly defines Airbnb?” The company began to realize that the Airbnb community had greatly increased in size since its foundation and was now outgrowing the original Airbnb brand. 1) The brand identity: Airbnb, “Belong Anywhere” ![]()
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