It also started when Airbnb CEO Brian Chesky wanted to find a unique way of marketing to elevate it's company. To be able to do that, they did their research by visiting 13 cities Airbnb offices, users, and host to understand the airbnb community. Their research lead them to create a new branding. The concept of travelling but instead, of feeling like a tourist you feel like the locals. Which is their slogan ‘Belong Anywhere’. (Airbnb - Belong anywhere, 2020)
old vs new logo
They also created a new easily recognizable logo called "belo". The picture below explain the meaning of the logo. (All Your Bed are Belong to Us, 2020)
Their branding was hugely successful since it won a whole host of awards and is recognized globally. This design is a successful commercial design since the company earn an estimation of $29 billion more than their competitor.
citations
Underconsideration.com. 2020.All Your Bed Are Belong To Us. [online] Available at: <https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_airbnb_by_designstudio.php> [Accessed 10 May 2020].
DesignStudio. 2020.Airbnb - Belong Anywhere. [online] Available at: <https://design.studio/work/airbnb> [Accessed 10 May 2020].
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