Branding · Global · 2014
Airbnb: Belong Anywhere and the Bélo
Airbnb rebranded around a feeling, belonging, and a symbol simple enough to draw with one finger.
By Maer Media editorial teamPublished 4 October 20263 min readDesignStudio, LondonBranding · UI/UX Design
- Brand
- Airbnb
- Market
- Global
- Year
- 2014
- Category
- Branding
- Agency or team
- DesignStudio, London
- Channels
- Identity, digital, community
The context
Airbnb had grown from air mattresses to a global platform, but its identity still looked like a startup and said nothing about why people chose it.
People choose Airbnb to feel at home anywhere.
The move
With DesignStudio, Airbnb launched “Belong Anywhere” and the Bélo, a symbol combining a location pin, a heart and an “A”. Hosts were invited to draw their own versions.
How it was executed
- Defined the brand idea of belonging.
- Designed the Bélo symbol.
- Invited hosts to make their own versions.
Airbnb rebranded around a feeling, belonging, and a symbol simple enough to draw with one finger.
What happened Reported facts
The rebrand drew both praise and parody, but the symbol and the idea of belonging became the foundation of Airbnb’s brand for the next decade.
Why it worked Maer’s analysis
A simple, ownable symbol tied to a clear idea gave the brand coherence as it grew.
What to take from it Maer’s analysis
- 01Name the feeling the product creates.
- 02A simple symbol invites participation.
- 03Expect early criticism of new marks; judge them over years.
Indian marketplaces can name the feeling they create and design a symbol simple enough for partners to use.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Airbnb (2014); DesignStudio. Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Airbnb.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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