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Is Airbnb’s new logo too ‘Belo’ the belt?

SAN FRANCISCO — Redesigning a logo is a tricky thing. And when Airbnb unveiled its new one three months ago, lots of people responded — with rude pictures.

Airbnb’s Belo logo took some heat for the way it looks.

Airbnb’s Belo logo took some heat for the way it looks.

SAN FRANCISCO — Redesigning a logo is a tricky thing. And when Airbnb unveiled its new one three months ago, lots of people responded — with rude pictures.

The online travel booking website called it a “Belo” to symbolise the idea of belonging, but Internet denizens criticised it for resembling sexual organs. Cue: funny (and obscene) memes.

But Airbnb co-founder Joe Gebbia, a graduate of the prestigious Rhode Island School of Design, laughed and shrugged it off. “I’m flattered by the response (and) how quickly people had something to say about it,” he said. “Apparently, a guy even did a song (about it). People saw all sorts of different things. Symbols take time to develop meanings. I’m not too concerned with the short-term reactions. What’s more important is whether we did our jobs to give the mark the right meaning.”

The team had engaged London-based branding agency DesignStudio to help create the logo and after a year of work, it was revealed to Airbnb’s staff, which apparently gave the logo a standing ovation.

“It was the first time that all the Airbnb employees from around the world gathered together and there was such an emotional connection,” said Andrew Shapiro, Airbnb’s Head of Art.

He elaborated that part of the brief for creating the new logo was for it to stand on its own as a flag.

“It has to be simple and iconic enough that anyone can recognise it and create it. It also has to represent what Airbnb is all about fundamentally, that idea of home and familiarity. More importantly, of belonging anywhere,” he said.

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