Today is a big day for Airbnb.

Absrtact: Today is a big day for Airbnb. The 6-year-old house short rental Company today released a new brand image Belo, a representative Airbnb this company, can also represent Airbnb user symbols. Airbnb co-founder, chief product Officer Jorgibia (

Today is a big day for Airbnb. The 6-year-old house short rental Company today released a new brand image Belo, a representative Airbnb this company, can also represent Airbnb user symbols.

Airbnb co-founder, chief product Officer Chow Gibia (Joe gebbia)

If you just think of this symbol as a Airbnb new logo, that's a big mistake. Because in the company logo changes behind, along with the Airbnb brand image positioning, website and mobile phone application of the comprehensive revision, also means that the Airbnb company's business development into a new stage.

Airbnb co-founder, chief product officer Chow Gibia Joe Gebbia, shares the story behind the Airbnb release of the new image for Tencent technology. In an interview with Tencent technology, he said it was the biggest Airbnb since its inception, with hundreds of people involved in the project over the past year.

"We finally have a symbol to represent ourselves. "he said.

The new image of Airbnb company

Let users have "home in the quartet" sense of belonging

More than a year ago, Airbnb opened a journey to find his "soul".

"We asked ourselves such a question: what should the theme of Airbnb be?" This topic requires a good definition of what Airbnb is, regardless of where our users are or where they are going. "Gibia said.

Finally they find the answer is "sense of belonging", they think Airbnb to the user's feeling should be that no matter you go to any place in the world, is to go home, that is, "home in the quartet (belong Anywhere)."

Gibia explains that there are two layers of meaning in the Quartet: for Airbnb homeowners, they can feel that they are not just an individual, but part of a global community; for travellers who use Airbnb, this means that they are welcome to stay, and that no matter where they go, they are not alone. This is actually the essence of Airbnb. "he said.

With this symbol, homeowners and travellers can use it to show that they are part of the Airbnb community to show that they are advocating a lifestyle. Therefore, this symbol is also a link to all Airbnb users of an image, so that users can see the symbol will resonate.

This point Airbnb domestic partners poor network also do a good job. Poor travel network in 2012 to enable the new domain name, and through the postcards, ornaments and other items to highlight their brand image to allow users to better understand themselves, but also to the poor users of the network in the view of such a brand image can be "a smile."

Let users design personalized brand image

Airbnb's new image looks simple, but Gibia says it has four layers of meaning behind it.

First of all, this is a letter A, representing the Airbnb; second, it is like a person with open hands, representing the person; third, this is like a mark of geographical conformity, representing the location; four, this is a reverse love, represents love.

Airbnb's designer Matt told Tencent that at the beginning of its design, the company's mission was to design a symbol that could represent Airbnb features, high identification, but easy to draw. Now this symbol can be completed in just one stroke, but it is difficult to draw it on paper.

However, Airbnb does not require the user to be able to draw the exact same, and this is the Airbnb new image characteristics. Matt says Airbnb has not developed a standard brand image, and the light red symbol used by officials is only one of them.

"We encourage users to process this image and create their own unique image." "Airbnb is not a standardised thing in itself, and people have different experiences when they use Airbnb," he said. We also want to give users the ability to design symbols that reflect their personalities. ”

For the user to participate in the creation of this symbol better, Airbnb specially publishes a create Airbnb page, which guides the user to create their own Airbnb symbols. In the authoring process, users can choose their favorite colors and different brushes, but also can add some other patterns.

To the user This brand trust also embodies the Airbnb business characteristics. Airbnb's business is based on the trust of the Airbnb company, the homeowner and the traveler, so it is natural for the user to participate in the brand design.

Now Airbnb can influence more than 15 million travellers and 800,000 homeowners in more than 190 countries and regions through this symbol. As a representative company for "sharing the economy", Airbnb also hopes that the symbol will become a common symbol in the "sharing economy" to convey the community and the concept of sharing.