Brand profile

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Airbnb
Brand DNA

Airbnb

Airbnb is a marketplace for staying in other people's homes, plus experiences run by locals, built on host profiles, reviews and photographs of real places.

72%
Background#FFFFFF
12%
Text#222222
7%
Primary#FF5A5F
6%
Surface#222222
3%
Secondary#00A699
Typography
Aa
Airbnb CerealDisplay · Friendly & roundedAirbnb CerealText · Softly rounded

Soft rounded sans, medium weights only, roomy line height. Sentence case everywhere, no capitals for emphasis.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

show a property photo that is not the property

hide a fee until checkout

describe a home in language its host would not use

Never says
luxury escapedream destinationhotel-gradeunits
Sounds like this

A small flat above the bakery, and the noise starts at six.

Warm and hospitable, written the way a good host talks. Specific about the place and honest about what it is not.

Audience

Travellers who would rather stay in a neighbourhood than a hotel, and the hosts who rent out their space.

Loves

+Staying where people actually live

+Hosts who put their name to it

+Neighbourhoods over resorts

Loathes

×Listings that oversell

×Anonymous accommodation

×Guests treated as numbers

The hill it
would die on

A place is worth staying in because someone lives there.

DensityAiry
AlignmentLeft
MotionSubtle
AddressInformal
Airbnb · brand DNA at a glance 10 of 12 traits
ChattyPage