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FMP - Final Major Project Proposal Summary

PROJECT SUMMARY 

A sub-brand for transport within Airbnb. 

CONTEXT 

Airbnb is a brand for the ‘everyman’ which enables them to live like a local on their travels. This sub-brand aims to help evolve this experience into travel as well, throughout the guise of renting forms of transportation from hosts which live nearby. Not only will they be able to hire the chosen vehicle but also gain access to routes to nearby places that are not the obvious tourist destinations. This is a project where I can see how to expand a well-known brand with a new identity but still very much being part of the core. 

RESEARCH FOCUS 

Researching how to expand a brand into a wider area, as well as making routes, maps and information easily understandable to someone with little knowledge of the described areas. 

AUDEINCE 

Existing Airbnb users as well as those who plan trips with competitors. Travellers, explorers and holiday makes who want to stray away from the regular holiday route and explore the local area more thoroughly.  

MEDIA 

Photography, print, online websites/ apps/ maps. 

OUTCOME 

A name and brand world/development for a sub-brand under Airbnb with animation, logo, type, colour scheme and art direction, website, app and physical maps as well as digital products, iconography and signage. 

PROFESSIONAL PRACTICE 

During this project I will be in weekly consultations with Jack Gladstone and Harrison Dew from Studio Koto. 

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FMP - Final Major Project Proposal

This Final Major Project has been a journey. By completing a live brief that is under development by Studio Koto for Airbnb, I was able to see and engage in a way that has not be offered by any other project I have created so far. The way a studio practice expands the project so widely when it is for a sub-brand of an already established company, such as Airbnb, whilst walking along the fine line of keeping it instantly recognisable as being connected but with its own separate identity has been fascinating. For my own version of the brand this is something I also has to accomplish in order for the project to seem viable. 

the sub-brand Airbnb Go brand that helps bring explorers, travellers and holiday makers joy, open them to possibilities and intrigue them by rich places around the world usually hidden away from the tourists eye. It is an expansion to a brand which already offers the chance to live like a local whilst away in an authentic home, now with the addition of being able to travel like one as well, along route to places off the expected holiday track. 

There are currently brands offering transport help worldwide, but not with the aspect of a local’s insight. It makes it personal and unique, helping a traveller be fully welcomed and immersed in the neighbourhood they are visiting. As mentioned, it is a brand attached to another and therefore needs to have certain overlapping characteristics, while still offering a fresh, more open attitude to give it its own air and space. By altering the existing colour scheme and font library, a connection has been formed whilst not being entirely submerged. The layout and signage elements sitting aside each other helps to bring the concept of travel along to the viewers with the fresh air of excitement for a new adventure. All being spear headed and supported by original Airbnb logo Belo being incorporated into the logo. The nod to the original Belo as well as the hand written feel helps the audience understand that this is not a generic travel recommendation stage but one of a personal nature, whilst the letters tilt to the right allows the notion of movement to support the foundations of the casual and colloquial word ‘Go’.

By having online desktop browser and apps available which show routes and information about the places the host recommends helps make it all user friendly in the 21st century while also being able to offer further information whilst remaining uncomplicated then a printed form would allow. However by having the printed map ready upon arrival for the Airbnb guest the excitement of a novelty is born, of course with the folds of the map creating a form matching the signal for the users holiday home seen on every map, letting the brand joyous and exciting whilst remaining functional.

The tagline, not often used throughout branding but present all the same, helps to evolve this into a living breathing brand that describes exactly what it offers, the opportunity to ‘go like a local’ on their mode of transport whilst following their routes and ‘Top Tips’ to destinations via their favourite ‘Stop Spots’. Every word used throughout the branding of this project is descriptive of its core, mirroring a maps need to be simple, with no room for misunderstandings. 

This has been a project that has opened me up to numerous ways of working whilst consistently being captivating to complete. I have enjoyed every stage of it and am sad but proud to be seeing it come to an end in this way manner. 

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FMP - What’s Next and Possibilities for the End of Year Exhibition

For the exhibition, i have been in discussions with both my tutor and the studio to see what I could show in the end of year exhibition for this project. This is slightly ambitious and space may make it become in need of negotiation, if possible at all, but at the moment I am entertaining the concept on an installation space of min Airbnb Home where Airbnb Go would live. There would one of the poster on the wall frames as though it is a painting or photograph or a loved one, shelf of plants and candles with the guests collected maps, as well as maps to give out that would relate to the transportation vehicles in the space; a the moment a bike, skateboard and roller-skates all painted the Airbnb Go yellow Beach. 

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FMP - Presentation Feedback

As the project begins to draw to a close, I can happily say there is not loads and loads to fix, and more excitedly so, Jack and Dew at the studio seem just as excited and happy with it as I am. My iconography needs more grounding elements to it, such as a shape around it, some more space on some of the posters between the text, arrow mark and main focal point of the image, and some other small tweak. I plan to email them again this week to get final comments. 

It has been a true amazing opportunity, to the level that I cannot express my gratitude enough! I am so thankful to everything that have taught me and for the chance to see more hands-on how a studio practice makes its progress and developments. I’ll be sad to not visit anymore, but am over the moon at how much they like what I have produced for Airbnb Go. 

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FMP - Signage System Update

The signage system of arrow has been used throughout the branding and advertising for Aribnb Go. in keeping with the soft and kind  nature of the brand there are no sharp edges or cornered off lines - instead having a rounded tip. every arrow throughout the entirety of the branding is different and is never repeated to call on the hand-drawn quality of the line. 

The home icon on all of the maps, printed, online and for mobile always continues on from the arrow- making it all into one long continuous line. All arrows are also in the yellow colour beach - making it a calling card in a way for the entire sub-brand. 

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FMP - Logo Animation

A simple logo animation was made drawing attention to details within the logo that may have otherwise been missed. The logo is always centre with the signage arrow being drawn around it. the arrows on the end pint to the dotted line of the Airbnb Belo which later has its loop covered in yellow - highlighting how the curved loop at the top of the G is in direct reference to the core brand. The O is also drawn over a dotted version of itself - making it clear to point out its hand-drawn quality. 

All line may have been edited and perfect on the computer, but all started off hand-drawn to enable the feel to appear human and not to corporate. 

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FMP - Iconography Update

The feel of each image has ermined the same, but become grounded with a shape around it. After speaking with the Studio not only have I learnt that in terms of a web designer icons with a shape around them are easier to place, but that it also helps to offer the iconography some authority which still keepings its playful charm. 

By playing wth the line width I was also able to help make them appear more pronounces and less childlike. 

The rounded shape was agreed to be the most usable - referencing the rounded shape the signage arrow and the outline quality. It was a concern that the hollowed out icons with a more pronounces back would go to far away from the brand. 

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FMP - Presentation Feedback

Quickly written notes translated. 

The feedback this time was shorter but still as exciting, encouraging me that I am headed in the right direction. There are some more logo refinements to do and changes in coloured areas throughout, but overall good feedback and I could not be more please. Excited to get going, especially in the iconography. 

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FMP - Logo Refinements Two

Continuing my search for the perfect G, I have been in contact again with the studio, this time offering 12 computer versions of the Belo, G and O, with different curves, lines, joins, thicknesses and relationship to each other via kerning. 

Some of the difference appear so small, you would believe they would be unnoticeable, however that could not be further form the truth. Every small tuck and nudge changes the feel and therefore nature of the logo. It is an ongoing notion that I am not entirely sure will end. 

Here are the top 6 wit the 1st one being selected for further refinements again. I have learnt the shooting tool on illustrator is you friend. 

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FMP - Logo Refinements One

Forever in search of the perfect hand drawn G and O - with a smooth curve in a handwritten form, which mirrors the Airbnb Belo for continuity between the sub-brands but also movement, as too erect its own sense of identity. 

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FMP - Looking at Printed Maps and Map Folds

The concept of having a really life map the the host can draw on has been around since the beginning of the project but Have now started to physically work out the composition it should hold. 

As with any good map, on one side there is the actual map, with routes in this case (all in Airbnb colours) and in the other side is information not the area. I should probably mention here that the Ebisu/light coral colour signifies areas known according to goods to be areas of interest - not necessarily somewhere a local would go or tell you to go, but somewhere a tourist may want to see. It also offers a place for the user to gain their bearings and find themselves on the map. 

As this is a more personal version of a map, on the other side, not only can the hosts route pattern be seen, but also a little bit about them, an icon referencing the mode of transport that are offering to rent and a lit of places they recommend the guest should stop along the way at. As seen in this example card. 

The maps themselves are easy to understand, with brief useful information on the back, but in order to add an extra ‘fun’ quality to it - taking it away form the expected, I have looked at paper folds. 

After spending hours looking at paper folds I came across this video of a Turkish map fold which results in the home icon the map being made - a match made in heaven. It adds a light touch to an object that needs to remain functional at all costs, keeping the fun holiday feel going, rather then slipping into something more serious. 

Link: https://www.youtube.com/watch?v=-s-yIDcCLNo

It also allows it to become a collective thing - where Airbnb users can collect all of the houses. 

When working out the folds I realised it folded up into triangles, hence the layout on the back of the map. 

When it comes to printing, it must also come to paper stock. i got the map printed in three different stocks, making sure to stay away from card. on one of my earliest versions of this map, due to lack of a printer which could print double sided I had to stick too sheets of paper together. The map layout proved to work, stand and fold easily back together but the thickness of the paper took the map quality out of the outcome - making me aware that no paper stock over 120gsm would work. By staying away from shiny, glossy or creamy sheets more of a map feel was also able to manifest. 

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FMP - The next stage for Online Maps

Following feedback on the online maps I have made some of the following alterations. 

In order for the card at the start, which would have each hosts individual pattern card of their routes, to be understood a cover the colours have been reversed. This has also made it more apart that as the user across up the yellow backing may move but the arrow stay in the exact same place, just turning from the cream paper colour of olin to the warm and vibrant yellow beach. 

The colours have also been edited again to represent the blue, green, corals and greys found within the Aribnb colour scheme. 

The hand drawn elements of the numbers have been unified to the same size, style and direct helping to give the maps a more polished outlook and making their relationship more concise. Example next of working out the hand-drawn element. 

As the online desktop version contains a lot of information and exists more for the Aribnb user to plan their next activity, a more user friendly mobile app version has been created. the information on here is on a simpler format and is more readily readable while on the go. Again there is matching layout, colour and theme for continuity. 

Upon development discussions with studio I added in an extra face for the mobil app showing a list of all of the hosts Stop Spots - making for an easy summery of what the host has to offer. 

There has also been the creation of the route the user would take to get to their online map, via the site, showing not only the user friendly access of the brand but also the flow of signage. 

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FMP - The next stage for Copy writing and Poster Work

A large part of the Airbnb feel is the copywriting, a skill I have had to learn for this project in particular. 

What I have discovered is hat on the main poster work you need to say the name of the host, the location, where they are going, how they are going and why they should stop along the way in a chat and colloquial way. 

The working outs: 

There is also the more simplified versions used in some circumstance which simply says the tagline of ‘go like a local’ in a specific place - for example ‘Go like a local in Crete’. This go like a local like is used wherever there is copy at the end, reemphasising the sub-brands specialty and leading the viewer to be more intrigues by a physical location they would have heard about. 

There is also the simpler more imaginary pull such as ‘feel the need for speed on Paul’s jet ski’ - a line coming to life with adventure and action. 

In regards to the poster work, after the studio feedback I played with the introduction of a new headline font Lynstone (a similar but ‘funkier’ version or Air Circular Pro which is used universally for body throughout Airbnb, even having the same rounded bowl shape within letters. i also played with full bleed images, half and half, smaller text, bigger text, more colour blocks, less blocks, no copy with copy to see which would be best. 

Settling on a mixture between them all - with strong similarities in text, arrow thickened and CTA to bring it all together. With the small differences within the arrow thickness the line is able to appear to stay fluid and moving, but like the transport at the centre of this project.  

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FMP - Presentation Feedback

My rushed handwriting from the meeting explains more thoroughly. 

As nerve-wracking as it was presenting my work today to Jack and Dew at Studio Koto, I had an amazing time. Luckily they seemed impressed by the work and development I had manages to create in a week, answered every question and queries the I had and showed me how they in a studio setting would move on next. I can’t wait to to go back and show them another week of work. 

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FMP - Initial Ideas and Concepts

The working title for this project is Airbnb Transport. The word transport may be fully descriptive of the product being offered but sounds slightly harsh, leading to sometimes negative connotations, even a government run or endorsed deal. As Airbnb so far has created the appeal of an everybody brand a search for a new name has become needed.

POSSIBLE NAMES Words with the same meaning as the transport, but in a more colloquial and conversational tone. Move/ go/ act/ pass/ do/ action/ a-b-c/ sway/ shift/wave/ travel/ motion/ journey

LOGO ‘Airbnb Go’ The colours involved have all come from within the brand colours, just with emphasis on certain shades altered to give the brand its own unique stance whilst still being related. Their is also Belo use to connect further with the overall brands key imagery.

The Airbnb Go logo was designed to work mainly along the original brand of Airbnb and the sub-brand Plus, staying with the hand drawn element. As this brand would be used for transport all parts involved, whether they be lines on a map or a marker, need to be precise to avoid confusion. To reflect this throughout the brands design the lines are more decisive and less rounded in overall shape. The ‘Go’ is also slightly slanted giving it the feeling of going somewhere, with the Belo pointing up and away towards its next adventure, as the user would with this tool.

LOGO USE As with the whole of the Airbnb brand, there are three logos that would be used. The ‘Go’, the ‘Belo and Go’ and the ‘wordmark and Go’. They each have their own use and place, but in order to keep up the air of fun/ conversational style of this sub-brand the ‘Belo and Go’ logo is expected to be used more often throughout.

To go with the logo identity, the line of ‘Go like a local’ has been added, helping to ground the brand. The slant of the letters, matching that of the ‘G’, giving it the same feel of moving on.

PRIMARY FONT The font selected to be the primary font of Airbnb Go also follows the style of rounded letters and circular shape of any letter or numbers bowl, rather then it being distorted to an oval. 

This shape not only keeps the consistency throughout the brand and subsequent sub-brands but keeps in the check with the friendly, every-man message made clear throughout Airbnb. The font Circular comes in a range of varieties:

- Condensed Book 

- Condensed bold  

- Light 

- Light Italic  

- Book 

- Book Italic   

-Medium 

-Medium Italic  

- Bold 

- Bold Italic  

- Black

To keep the familiarity of the brand strong, the main colours for the Aribnb Go will come form the brands main colour scheme. The overall brand is recognised as the colour Rausch, and Airbnb Plus as Hackberry. To stay with the light feel the brand brings, but also add a brightness that would come with the adventure that Aribnb Go would help you to make the brand over all significant colour will be Beach. As with the rest of the brand the key colour touches made throughout promotion and the site itself will come from the existing palette, with a heavier focus on Olin, Hof, Ebisu and Kazan.

TOUCH ELEMENTS RESEARCH 

As this is a map based brand, even at this early stage the lined made when drawing on an app needed to be considered, ensuring that the sub-brand worked in harmony together. I conducted an experiment where I printed several maps of different styles from books in the library and asked different people to draw out route - helping me to narrow it down to a ‘key’ type of line that would be use. The arrow would mark the end destination of the route, which still encouraging the Airbnb user to continue exploring. Th loop in any arrow line is in direct reference to the Airbnb Logo Belo and is drawn around any places to stop along the way. 

THE USER AND HOST In order for any lined used to neither look too refined (and therefore lose any human quality) or to drawn (loosing all accuracy), there was research conducted looking at how other individuals would draw directions on a map. Accuracy of line was at the forefront of concern, as a result all lined drawn had a straight, rounded edged/cornered quality to them, loosing the overall shape of roundness used in Airbnb Plus.

TOUCH ELEMENTS 

As any marks made on any kind of map would be based around accuracy, the mark-making, touch elements throughout would also be centred around the same idea.

LINES AND ARROWS All of the lined are straight and rounded round the corners, to upkeep with the personal drawn concept all arrow heads are differ and curve in some-way, they are never straight, allowing the feel of possibility that they have been drawn to remain. This imagery would not only be used for route making online and on app, but also throughout any advertising or poster work, connecting areas together and giving emphasis to certain aspects.

ART DIRECTION 

The art direction for Airbnb Go will reinforce the ideas presented in the brand principles; that is light, bright, personal and a place for everyone.

CONCEPT ONE The art direction for concept one looks at the location the vehicle, no matter what it may be, would be found. Whether that be outside the home, displayed on the wall or anywhere else that it may be kept by the owner. The idea of Airbnb is to live like a local in a new place, this concept stays strictly with this ideal - it shows how it would be if you lived there. Of course as with any photography of the home in show, the surroundings the vehicle would be situated in would be neat and clean.

CONCEPT TWO The art direction for concept two is to show the vehicle on offer in the destination the user has taken it to. It would involve the interesting backdrop of the destination (people in the background if in shot etc. a busy place) and no user. All the shots in use would simply be about the vehicle. Opening the possible users eyes up to the options and experiences open to them.

CONCEPT THREE The art direction for concept three is to open the user up to the possibilities that are open to them, through taking images of their supposed companion/s partaking in the journey. The images would be shot as if the possible Airbnb Go user has captured it, showing off the view that they could have or the experience/ activity they could partake, if they choose to use the vehicle that has been left in the foreground.

MAPS 

For all and any map-type products offered by this Airbnb sub-brand the newly refined tier colour scheme will be the only colours used, with the edition of a pure white When using a product which is to help direct the user easily, no sudden and unexpexted changes can be made - it is often found that maps are hard enough to read correctly alone. All bodies of water have had their blue hue edited, the main roads made dark grey, areas largely considered to be of traditional tourist interest are in light coral and all routed are made with brightly coloured yellow arrows. The varying amounts of each colour per a map are dictated by what the area has to offer. All unnesscary informationa and points have been removed, however the further enlarged the map the more street names appear helping the map to be useful but not overly complicated.

ICONOGRAPHY 

Illustration examples of modes of transport that differeing hosts and homes would offer. On any kind of informative format the suitable icons would appear. All illustrations, such as these, would be drawn in the style of a hand-drawn image but simplified and polished with no unneccesary additions to the outline. Above are the icons for running, cycling, kayaking, yachting, walking, mountain biking, canouing and skateboarding all created in the same style of thick lines and rounded edges.

MAP SYSTEM MECHANIC Once a route has been drawn onto a map with pen and paper, it become completely unique. To give the host this same individuality a cover card system has been devised through their route plotting. This card would be seen first by the guest, with the line system staying in the same place as they scroll down, with more information being added the further they go.

This is the halfway screen point the user would find as they scroll down to reveal the map of the local area.

Once the user has scrolled down the map is fully revealed and the stop spots the host has recommend are numbered. Each stop spot is marked with a below going over the establishment. The corresponding number can be seen on the side offering further information. The home is marked with a circle (a comfortable, all centred symbol) with the routed extending from it. End destinations are pointed through arrows. On the side of every map screen would not only be the Airbnb Go logo but also a hand-drawn styled image of the modes of transport that host is offering.

When a route has been chosen the stop spot number is darkened on the side, offering an image of the location to help the user locate it, added information about the place by the host and a locate tip, helping the guest to go like a local and feel confident on their journey routes.

When a route has been chosen the stop spot number is darkened on the side, offering an image of the location to help the user locate it, added information about the place by the host and a locate tip, helping the guest to go like a local and feel confident on their journey routes. This is the half-way sliding tile point.

Once the infromation card has slided out to the screen, the entire map is darkened with a tint, revealing the selected are in clarity amongst the darkness - leaving no kis-understanding on what that particular stop spot offers.

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FMP - Other Brands

To begin my research away from the brand I looked to a number of sights that currently work with locals, sharing their own exercise routed, but also apps and websites that are used more often by the public as a way-finding tool. LOCAL SITES Trippin, Strava Local Stories, Lonely Planet. WAY-FINDING APPS City Mapper, Transport for London/ TFL, Google Maps. The sites were all looked at for their branding, iconography and what and how they offer their customers their experiences. The brand that this project is developing uses a mixture of elements to improve their clientèle’s experiences.

TRIPPIN

Trippin is a community bonded by a love of travel, with the bases of inspiring people to take more trips. Travel has the power to chnage lives through maign connections, opening minds and reminding us that our differences is what makes the world a great place. It is an ‘influences-type’ person’s guide to the areas that they live in, showing their best spots and trips on a map - later showing an image, description, contact information  and quote from the person on why that spot it so special. Coloured dots are over the locals potrait, as the user scrolls down the dots stay in the same place and appear on the map. COLOUR SYSETM Every city on the site is colour coded. London - Blue/ New york - Red/ Washington - Orange/ Lagos - Green/ Singapore - Pink etc.

STRAVA STORIES

‘Strava Local: Smart city guides for runners and cyclists’ Strava Stories combines favourite routes and destinations with similar activities. Shows and shared data on a map in a way so that others can see and access the best running and cycling routes in the world by locals who use them everyday. It is a company targeted specifically for athletes as it is by athletes, but those on their travels are welcome to try them and join the community. There is also the offer to read blog posts by locals and influences that live in the area, giving insight on stops to make along the way.

LONELY PLANET 

Lonely Planet is a travel platform that has both online and print platforms. It offers insight and information, as well as history and depth about areas all around the globe from travel experts that have first had experiences in these places, as well as less formalised blogs and articles with further suggestions and recommendations. Lonely Planet overall gives information on the more famous sites to see, some not so well known - but not the locals views on the area. However unlike other similar travel platforms they so offer a way in which to book tickets to events, experiences, maps, books, activities and videos - even now having the option to book flights, hotels and insurance services all through a subscription service that allows discounts to be used. There was even a television show in 1994. ETHOS ‘Responsible travel.’

CITY MAPPER/ TFL/ GOOGLE MAPS 

These websites and app platforms help display public transport, walking and cycling routes, as well as the time and price that are needed to do them. TFL is a government run platform for London’s transport but the rest are for several citied around the world, with Google Maps even offering places that may be of interest nearby. They all also give the user information on major works, events and disruptions that may be going on and consequently impact travel plans. They do not offer any personal routes, suggestions or any recommendations or reviews.   TRAVELLING OPTIONS THEY COVER Bus/ cycle/ rent a cycle/ tube/ train/ rail/ taxi/ Uber/ Gett/ ferry/ tram/ car share/ walk.

ROME 2 RIO

Rome 2 Rio is a website with the aim to help users get from place to place, whether it be from country to country, over continents or within the same town. Therefore it uses a mixture of types of transport, with times and durations of trips explained in an easy to understand format. It is a useful, user friendly platform, but lacks the humanity that comes with the territory of the human interaction and personal reviews. The look of the map is easy to understand and follow largely, with the different modes of transport found within one trip colour coded for reference, but is made out of a mixture of jaggered line, making it unpleasing to the eye.

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FMP - Home Brand Research

Currently within Airbnb there are three sub-brands all with Specific characteristics that are particular to them and to their targeted clientele. The original Airbnb, Airbnb Plus for higher quality homes with hosts with the best recommendations, Beyond Airbnb for the highest quality homes in the best locations with special touches and Airbnb Open for their hosted events. There is a separate need and style each brand and as a result each has their own guidelines detailing logos, colours, types,  art direction, brand worlds, iconography, advertising, digital layouts and merchandise. All sub-brands reflect the brand principles of light, bright and personal products for everyone helping them to live like a local.

AIRBNB BACKGROUND 

Airbnb started in the summer of 2008 when all of the hotels in San Francisco sold out for a conference and to friends, Brian Chesky and Joe Gebbia decided to rent out their extra space with air mattresses to people in need of a place to stay from around the world. Today on any night there are over 100,000 people stay in an Airbnb. BRAND MANIFESTO ‘We believe in a world where people belong anywhere’. ‘Belong anywhere.’ People - Adventurous and open minded. Places - Access to a more intimate world. Potential - What if? Why not? What could be? Stories - Strive to connect more deeply through one of the world’s oldest languages. Experiences - Right now moments which add up to unforgettable moments. LOGO Represents us and our community. A badge of honour to draw pride from. It is a logo that stands for people, places, love and Airbnb itself. There is both the version of just the Belo, the wordmark and then them both together. The logo can be graphic, illustrated or physical. THE WORDMARK Bold yet simple, helping to counter balance from the abstract nature of the logo Belo. In all sub-brands the Airbnb and Belo do not change - something is always added.

PLUS BACKGROUND 

A higher quality home with more hands-on and informed hosts. Based around the concept of Airbnb hosts leaving handwritten notes for their guests, wishing them a pleasant stay and sometimes giving recommendations on what to do whilst there. BRAND MANIFESTO ‘Homes verified for quality and comfort.’ ‘All the comforts of home, plus more.’ Up-levelled inventory, where hosts make each listing unique with Airbnb’s signature quality promise. LOGO Expressive handwritten wordmark which mirrors the characteristics of the Airbnb Belo but is still recognisable as a separate identity. It can be used by itself, with the logo Belo and with the Airbnb workmark as well. MARKER LANGUAGE There are three main versions of this language each having variations to choose one that is best for use. The selection marker, the story marker and the sign-off. They are seen as additive pieces of design, used once per a section of writing as to not clutter. ICONOGRAPHY Within this sub-brand there are separately designed icons which depict the key amenities of the home in question. They are always directly representable of the feature, adding to the narrative and convey a certainty that reassure confidence to the guest. They are never used purely for decoration.

BEYOND BACKGROUND 

A higher quality home available - with amentites to that are expected and rival that of a hotel.  

BRAND MANIFESTO ‘The new luxury.’ LOGO Inspired by celestial objects, the logo too moves and reacts to the timing and sky colour of the home in the image that it shares. The design of this sub-brand is more ambient then the other. The main part of the circular wordmark is subtly carved into objects in the homes - bowls, candles etc.

COLOUR (as seen in presentation deck)

Throughout the Airbnb brands there is an extremely similar colour palette, with the only difference beign the key colour which is scene to represent each individual brand. It helps create ease for the user to see which brand/sub-brand the poster, advertisment or corresponding text it relating too, but also ensure the continuity throughout the brand remains. Airbnb Plus introduced two new colours to the palette. Olin a creamy colour referencing the paper Aribnb hosts sometimes leave for their guests and Fabre a dark grey colour used for blocks of copy text. Airbnb is scene as the Rausch (coral colour) and Plus as the Hackberry (purple). For any future sub-brands to be read in the Airbnb platform as being part of the family but also a seperate identity another colour, which represents is ideals best would need to be selected from the existing palette.

TYPE  Circular is used by these brands for body text. It is an easy to read font, with circular characteristics found throughout the letter forms, especially within every bowl of a letter. Airbnb Plus has the added font of Stanley used to pick out key words in a line, adding emphasis to the location, special added feature which indeed makes it a plus property and sometime (less regulary for headline).

All information come form my own research as well as the relevant Airbnb Brand Guidline. 

Big reference: https://koto.studio/project/airbnb-plus/