The best (and filthiest) tweets about Airbnb’s new logo

It’s barely been a few hours since Airbnb took the wraps off its new logo redesign, and it’s already the butt of all jokes. (Literally!)

While this overhaul might have been a move to improve user functionality, if tweets are any indication the rebranding of the logo seems to have backfired. The new logo “Bélo,” representing belonging, is meant to be an uppercase ‘A’ merged with a heart and a place pin — but has been interpreted in a lot of unconventional ways (which may say more about our own dirty minds).

Here are a few of our favorite reactions to Airbnb’s revamped logo.

Let’s start with a glimpse at the creative process behind the logo.

Design UX/UI recast it in a way we can never unsee.

Though designer Tad Carpenter put more of a scrotal spin on it.

Others pointed out that the new logo looks awfully familiar.


Some people just went ahead and said what we’re all thinking. 

Truly, logos are exciting. 

Very exciting. 

Actually we hope the answer to this rhetorical question is “fewer than you’d think.” 

This actually explains everything. 

The logo really was one big Rorschach Twitter test, in more ways than one.

We’re starting to wonder what the B’s stand for now. 

No, really. 

To its credit, even Airbnb itself got in on the fun. 

https://digiday.com/?p=81246

More in Marketing

Why angel investor Matthew Ball still believes in the metaverse

Matthew Ball’s 2022 book “The Metaverse: And How It Will Revolutionize Everything” was a national bestseller in the U.S. and U.K. On July 23, he plans to publish the second edition of the book.

Marketing Briefing: Why sustainability is ‘not a priority’ for marketers right now

Anecdotally, there have been noticeably fewer requests from marketers on ways to market sustainability efforts in recent months, according to agency execs, who say that requests had been commonplace in the late 2010s and early 2020s. 

‘We’re watching the war’: Tubi hits growth spurt, but isn’t part of the streaming wars, CMO Nicole Parlapiano says

On the latest episode of the Digiday Podcast, Tubi CMO Nicole Parlapiano shares her perspective on the so-called streaming wars, pitching Tubi’s multicultural viewers and the streaming platform’s growth track.