Insight: In 2014, Airbnb underwent a significant rebranding process. Prior to this, their brand was more about the platform than the user experience. They introduced the “Bélo” symbol, representing “belonging,” a core brand message that shifted focus to community and inclusion.
Lesson: Airbnb’s success came from aligning their design with the core emotional experience of their users. The rebranding made the platform feel more human and welcoming, and the symbol became iconic.
Tip: Branding isn’t just about logos; it’s about storytelling and creating an emotional connection with the audience. When designing, ask: “What emotion does this brand want to evoke?”