In 2014, Airbnb embarked on a bold rebranding journey, collaborating with the London-based agency DesignStudio. The result was a fresh identity that completely transformed how the world perceived the brand. At the core of this transformation was the now-iconic “Bélo” logo—a symbol that speaks directly to Airbnb’s ethos of belonging, connection, and community.
The Need for Change
When Airbnb launched in 2008, its branding was functional but lacked emotional depth. The platform had rapidly grown from a simple idea of renting out air mattresses to strangers into a global phenomenon. By 2014, the company needed more than just a logo—it required a visual identity that reflected the essence of its community-driven platform.
Airbnb is not just about finding a place to stay; it’s about discovering places where people can feel they belong, even in unfamiliar cities or countries. With this goal in mind, Airbnb and DesignStudio began working to create a visual identity that communicated this idea of belonging and connectedness.
The Creative Process
DesignStudio’s approach to the project involved deep research and exploration. Their team traveled to Airbnb’s most active cities around the world, meeting both hosts and guests, to truly understand the community and culture driving the platform.
These insights were pivotal in shaping the direction of the rebranding. The idea of belonging emerged as the core value. Airbnb wanted to transcend its role as a travel company and become a platform that fostered human connections. This led to the creation of the Bélo logo—a simple yet powerful symbol that represented these ideals.
The Bélo Logo: A Universal Symbol of Belonging
The Bélo logo started as rough sketches during brainstorming sessions, and its design aimed to communicate more than just a brand name. Instead, it represented a deeper sense of shared experience. The logo is a blend of four key elements: people, places, love, and the letter “A” for Airbnb.
- People: The rounded shape of the logo resembles a person, symbolising the community of users—both hosts and guests.
- Places: It also evokes the image of a location pin, reinforcing the idea of travel and exploration.
- Love: The heart shape embedded in the design conveys warmth, hospitality, and care—the same feelings Airbnb aims to foster between hosts and guests.
- Airbnb: The letter “A” is subtly incorporated, adding an element of personalisation and connection to the brand itself.
This combination of visual elements makes the Bélo logo a powerful and universal symbol. Whether you’re a host in Tokyo or a guest in Paris, the logo speaks to the idea of belonging anywhere in the world.
Community-Driven Design
The simplicity of the Bélo logo’s execution allows it to be easily adapted and used in various contexts, which has made it highly versatile for Airbnb’s diverse, global community. In fact, part of the success of the logo lies in how it can be personalised. Airbnb encourages users to create their own versions of the logo, making it a part of their own story. This interactive and customisable approach underscores the brand’s commitment to fostering connections between individuals.
More Than Just a Travel Brand
Airbnb’s rebranding goes far beyond aesthetics. It represents a shift in the company’s focus—from being just a platform for booking accommodation to being a brand that celebrates human connection. The Bélo logo, with its simple and approachable design, perfectly captures this mission. It’s a reminder that no matter where you are in the world, you can find a place where you belong.
The 2014 rebrand allowed Airbnb to redefine itself, moving away from its early startup roots to become a global symbol of community and shared experiences. Today, the Bélo logo continues to be a powerful representation of Airbnb’s core values, making it more than just a travel brand—it’s a brand about belonging.
The collaboration between Airbnb and DesignStudio on the 2014 rebrand was a defining moment for the company. The Bélo logo, with its deep symbolism and universal appeal, encapsulates Airbnb’s commitment to creating a world where everyone can belong. As the company continues to evolve, this sense of belonging will remain at the heart of its identity, ensuring that Airbnb is not just a platform for finding places to stay but a community-driven brand that connects people across the globe.
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