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Airbnb's new logo faces social media backlash | Airbnb's new logo faces social media backlash |
(about 1 hour later) | |
Airbnb's logo change is facing a backlash on social media, with many commentators suggesting it looks like sexual organs and other parts of the human body. | Airbnb's logo change is facing a backlash on social media, with many commentators suggesting it looks like sexual organs and other parts of the human body. |
Others, however, have praised the US home-rental service's new look. | Others, however, have praised the US home-rental service's new look. |
But criticism that the logo had been "stolen" from another tech firm, Automation Anywhere, appears to be misplaced. | But criticism that the logo had been "stolen" from another tech firm, Automation Anywhere, appears to be misplaced. |
Airbnb said the two had come to an agreement before the announcement. | Airbnb said the two had come to an agreement before the announcement. |
"In early 2014 both Airbnb and Automation Anywhere began use of new logos that, by coincidence, have similar designs," a spokesman told the BBC. | "In early 2014 both Airbnb and Automation Anywhere began use of new logos that, by coincidence, have similar designs," a spokesman told the BBC. |
"Airbnb and Automation Anywhere are working cooperatively to address this issue, and Automation Anywhere is in the process of transitioning to a new logo design that is not similar to the Airbnb logo." | "Airbnb and Automation Anywhere are working cooperatively to address this issue, and Automation Anywhere is in the process of transitioning to a new logo design that is not similar to the Airbnb logo." |
The rebrand was carried out by the London-based firm DesignStudio. | The rebrand was carried out by the London-based firm DesignStudio. |
Ben Wright, its founder, said seven members of his team had worked on the rebrand over the course of a year. | Ben Wright, its founder, said seven members of his team had worked on the rebrand over the course of a year. |
He said they had not been aware of Automation Anywhere's logo, nor had they recognised their design's sexual connotations. | He said they had not been aware of Automation Anywhere's logo, nor had they recognised their design's sexual connotations. |
"We weren't aware to be honest," he told the BBC. | "We weren't aware to be honest," he told the BBC. |
"In the grand scheme of things, it doesn't really bother us too much what people are saying about it. | "In the grand scheme of things, it doesn't really bother us too much what people are saying about it. |
"People around the world are reacting to this and a small percentage of those people are choosing to read into the logo how they want." | "People around the world are reacting to this and a small percentage of those people are choosing to read into the logo how they want." |
'Make it your own' | 'Make it your own' |
Airbnb calls its new logo Belo, saying it represents "the universal symbol of belonging". | Airbnb calls its new logo Belo, saying it represents "the universal symbol of belonging". |
"It's a symbol for going where the locals go - the cafe that doesn't bother with a menu, the dance club hidden down a long alleyway, the art galleries that don't show up in the guidebooks," it said on Wednesday. | "It's a symbol for going where the locals go - the cafe that doesn't bother with a menu, the dance club hidden down a long alleyway, the art galleries that don't show up in the guidebooks," it said on Wednesday. |
"It's a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations." | "It's a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations." |
The firm added that it wanted the public to take Belo and "make your own unique symbol". | The firm added that it wanted the public to take Belo and "make your own unique symbol". |
It did not take long for social media users to comment that the logo looked like various body parts, and several then created pornographic drawings that incorporated the design. A Tumblr blog has since gathered many of them together. | It did not take long for social media users to comment that the logo looked like various body parts, and several then created pornographic drawings that incorporated the design. A Tumblr blog has since gathered many of them together. |
Meanwhile, commentators on the firm's official Facebook and Google+ pages were split about the new look. | Meanwhile, commentators on the firm's official Facebook and Google+ pages were split about the new look. |
"Boring ,dull and nothing to do with staying anywhere, what does it represent - I think you should go back to your old logo and then have a rethink," wrote Anna Arnott. | "Boring ,dull and nothing to do with staying anywhere, what does it represent - I think you should go back to your old logo and then have a rethink," wrote Anna Arnott. |
But Brisbane-based user Simon Phillips wrote: "Personally I kinda like it - nice bit of design, identity and positioning for the future." | But Brisbane-based user Simon Phillips wrote: "Personally I kinda like it - nice bit of design, identity and positioning for the future." |
On Twitter the mocking continued, with Belo being compared to a bottom, testicles and a squished clothes hanger. | On Twitter the mocking continued, with Belo being compared to a bottom, testicles and a squished clothes hanger. |
A fake account was created and used to tweet off-message thoughts. | A fake account was created and used to tweet off-message thoughts. |
While others adapted the design to create animal-themed drawings. | While others adapted the design to create animal-themed drawings. |
Despite the criticism and jokes, Mr Wright said he and his team still believed it was a good idea to ask the public to adapt the logo, noting that it was the top trending item on Twitter for a time. | Despite the criticism and jokes, Mr Wright said he and his team still believed it was a good idea to ask the public to adapt the logo, noting that it was the top trending item on Twitter for a time. |
"It think it has a synergy and represents Airbnb itself," he explained. | "It think it has a synergy and represents Airbnb itself," he explained. |
"They're an incredibly brave company - they are going through a lot of problems in places like New York, but ultimately what they are about is their community and they have complete and utter respect for their community. | "They're an incredibly brave company - they are going through a lot of problems in places like New York, but ultimately what they are about is their community and they have complete and utter respect for their community. |
"So, it felt completely natural and right that the brand should engage with their community and give them ownership. | "So, it felt completely natural and right that the brand should engage with their community and give them ownership. |
"Yes, you could say there was a risk element in there, but ultimately the reaction from the community has been great." | "Yes, you could say there was a risk element in there, but ultimately the reaction from the community has been great." |
Another branding expert, not involved in the campaign, also defended the design. | |
"Apparently, some people are saying it looks like genitalia. I'm not sure I agree," said Hector Pottie, associate partner at brand consultancy Prophet. | |
"Not any I've seen anyway. | |
"The overall identity refresh is strong as well. Building on the spirit of Airbnb that already exists. All in all I think the designers got it spot on." |
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