Airbnb Reveals New Logo the 'Belo,' Internet Likens it to Private Parts

Brand Says New Identity Symbolizes Principle 'Belong Anywhere' but the Internet Disagrees

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Controversy over a company's new brand identity is nothing new -- but we wonder if Airbnb was quite prepared for the social media onslaught that followed its release yesterday of a new logo, the "Belo." The symbol, which the travel firm says aims to encapsulate the brand principle "Belong Anywhere," was designed by London branding agency DesignStudio, and, as this video explains, is supposed to stand for four things -- people, places, love and (of course) Airbnb.

However, shortly after its release, Twitter exploded with comments comparing it to something else -- most often, female genitalia. Meanwhile Gizmodo called it The New Sexual Rorschach Test For Our Time, the U.K.'s Daily Mail quickly asked its readers what part of the human anatomy they think it looks like and Valleywag out and out called it a "Vagina."

Whatever the logo appears to be, the brand appears to have scored a PR coup, with discussion of the logo all over the internet.

Fans of the brand can also create their own versions of the logo, with a "create" feature on Airbnb's redesigned website. But others are already having a go at it on this Tumblr.

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Jul 17, 2014
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