Why do I like Airbnb’s new logo?

Airbnb released a new branding today. It was a major change—from logo, to web, to mobile app. The upside down heart-shape logo represents sharing and belonging. By releasing this new logo, Airbnb is changing its focus to a lifestyle brand, rather than a website where you can look up shared housing.

1. Flat. The new logo is flat and simple, comparing to the old scripted “airbnb” logo with dropshadow. Flat is still the trend and is a style that will last. There are comment online saying the logo is somewhat “obscene”, but personally I think it’s more like a heart-shape paper clip.
2. Warmth. While the old blue and white logo is colder and more techy, the pink color in the new logo is warm and sweet, which reminds me of home and comfort.
3. Lifestyle. The simpleness of the logo makes it easy to reproduce, and can be used for different purposes, for example, in the lifestyle products, such as key chains. With these products, Airbnb is designing the whole travel experience and rebranding itself as a lifestyle company, rather than some website where people can find accommodations. I think it is a smart move as Airbnb is competing with big hotel chains, like Hilton.