The logo above is for AirBnB. No surprise, right?
Well, that’s their new logo.
Question: Do you remember AirBnB’s old logo?
Here it is:
Okay, be honest, did you remember what the old logo looked like before I shared it?
I most certainly didn’t.
But, first, let me back up. I won’t assume that you know what Airbnb even is. Well, you know how when you’re searching for a place to stay during your vacation or travel in general? Yeah, it’s not always fun, is it? You go through all of these super expensive hotels and end up with a tiny room for a lot of money. And, it all is so impersonal.
What if you could stay in a real home that is owned by real people? What if you could chat with them and they show you, in some cases, where all of the cool places are in say, Charleston, South Carolina?
Yeah, that would be dope.
Well, that’s what Airbnb does. They are essentially a broker between a home or apartment owner and you. You get a much cooler place to live and pay substantially less than you would at a hotel.
NOW, BACK TO THE LOGO
Take a look at the old logo again. That’s the one above you.
What does it mean?
Uh, noting. It’s just the company’s name.
Now, what if you started the entire logo redesign process with your brand promise? That’s what we teach at the brand school, by the way. In this case, the promise that Airbnb makes to its guests is “you get to belong or be a part of a community” when you book and stay with us (well, them, the home owner).
Yeah, that means something.
Okay, cool, how do we express that brand promise as a logo? Well, here’s how Airbnb’s designer did it:
LET’S DECONSTRUCT THE NEW AIRBNB LOGO.
First you have people. Do you see that? Good.
Then you have the location symbol. Pretty cool, right?
Next is love or a heart. Okay, it’s an upside down heart.
Finally, you have an A for Airbnb.
Do you see that? Good.
These all combine to form community. This makes perfect sense, doesn’t it?
Here’s what’s also smart about the logo redesign: it tells a story. And they, the Airbnb leadership team, gets to tell that story over and over during media interviews.
Now, what’s really cool is that you can share the logo story with friends. And, you can seem really smart that you figured all of this out on your own. (Wink)
Yeah, make your logo mean something. When you do, others will help tell your story.
Now, go fill your second cup.