Redesigning the brand identity of Airbnb.

Project overview.

This project started in Fall 2021 as a focused course project to rebrand Airbnb. The project began by researching and identifying a set of challenges that the company is currently facing and creating a design brief with brand statements, personalities, and considerations. Base on the brief, I brainstorm, ideated, and eventually developed a new brand system for the Airbnb identity. The concept of the new brand is to show how through the portal of Airbnb, you can visit anywhere in the world, which is represented by the circular form and the combination of city and mountains.


Fall 2021.


Brand design.


Illustrator, Photoshop, Adobe XD, Figma.


Personal project.

Design challenge.

How can we communicate the full experiences that Airbnb offers?

A portal that can bring you anywhere.

The final logo combined the three personality traits from the brief, which are lighthearted, dependable, and adventurous. The circular form represents the portal to travel and brings out the lighthearted attribute to make the brand more approachable. The outline of the city and mountain explore the idea of being anywhere, which brings out the adventurous elements. Lastly, the bolded text in the logotype represents the dependableness of Airbnb.

Logo configuration.

To make sure the logo’s visibility is optimized, a standard, grayscale, and white version of the logo were set in the guidelines for different situations.

Brand color.

While the primary color is very similar to the original brand as the pinkish-red, the supporting color was chosen to be blue and orange to represent the different temperatures. The overall color choice is bright to showcase the excitement of traveling.

Brand typography.

Gilroy is chosen to be the primary typeface as it is a versatile and welcoming san serif typeface that offers optimum clarity. It is a perfect typeface for headlines, subtitles, and body copy. On the other hand, Roboto Slab is chosen to support and contrast Gilroy as it has a mechanical skeleton and the forms are largely geometric. However, at the same time, it features friendly and open curves that bring out a lighthearted personality.

Brand photography.

A set of photography styles were chosen under different categories, which include details, architectures, experiences, and activities, to be later used in the brand application such as website, print, etc. The color in the photos is toned down to contrast with the bright color.

Graphical elements.

To emphasize the concept of a portal, layers of translucent circles are stacked on top of each other to create the feeling of entering a portal. Moreover, the scaling and positioning of the  treatment can also be varied as it can be scaled up and only show part of the circle.

Brand application.

Visual audits.

Understand the current brand and identify the existing problems.

Current identity.

Website and app.

Social media.


Compile and visualize the personalities.

To begin the brainstorming process, a set of words and images related to each attribute are gathered. This allows me to get an overview across three traits and begin to pick and combine words to form concepts for the brand.

Exploring different concepts and design variations for each.

Throughout the exploration process, I tested with concepts of a floating island to present the idea of being anywhere, a treehouse to represent stable living space, and a window or portal that can be open to anything.

Design exploration.


An infographic designed for my rhythm game score data during quarantine after I return home.