I think the ArirBnB founder is missing the point. He's basically saying it's a good logo because "dozens of people worked on it for over a year". I feel they have gone too big on it and lost the individual perspective. They've tried to make it a grand philosophical symbol and have failed to see it from the day-to-day perspective of a normal user/customer/visitor.
He's also comparing the logo with Nike's "swoosh", which is just ridiculous - the Nike logo has gone through a few iterations to arrive at the 'naked' swoosh. Brand/logo transcendence (where a symbol takes on its own meaning, like with Nike) occurs after many years of cementing the brand into the subconsciousness of people.
I don't think it's a bad logo at all. Just find it funny that neither the branding agency in charge, nor the AirBnB people themselves, seem to understand the smaller perspective. They're assigning so much abstract philosophy to the brand that very few people will ever associate it with.
I'm pretty sure the original swoosh logo was referred to as being able to stand alone in the original brand books. Could be wrong though. At any rate I don't think he's trying to say this logo is just as good (currently) as the Nike logo or downplay everything that got the Nike brand to where it is. He just meant that even the nike swoosh isn't that special if you remove it entirely from its context. Its everything that Nike is that makes the swoosh an attractive symbol.
His comments are likely targeted at the backlash. Things like "How did no one notice that it looks like balls?" I think he actually really gets it and understands what a brand is supposed to be. Just my 2¢.
The Nike swoosh is based off this famous statue of the goddess "Nike" http://www.onenationtravel.net/wp-content/uploads/2014/02/Ephesus-turkey-tours.jpg
Nike is the goddess of victory, which of course is a huge part of Nike's (the company) ad campaign. It is actually quite a brilliant logo.
Reminds me of when the iPad came out, and everyone associating it with feminine hygiene products.
Would love to see a graph of people that made those jokes to people that own iPads presently. One of my favorite threads on the internet is the MacRumors thread about the iPod announcement. http://forums.macrumors.com/showthread.php?t=500
That is one of my all-time favourite forum threads on the entire internet. I hope it is always available to see, for generations to come.
Yeah, and that name just TANKED. Tanked as in drowned in money.
Or the Nintendo Wii (which is still a fairly terrible name, tbh, but has become totally normalised).
With any new name or shape we haven't already assigned meaning to, we search for the most obvious likenesses... and are especially attuned to anything we perceive as possibly sexual. Unlike most logos, the Airbnb 'belo' doesn't map onto anything in particular, so I don't think it's super surprising people have tried to map it onto particular parts of the human anatomy.
I don't think it will take a particularly long time for those associations to drop away completely. The fact that so many has already been made of the logo actually strongly suggests, to me, that they've made the right decision.
Glad to see this response from him. This is a good rebrand and I think it will be very successful.
They're handling it very well, but seriously comparing that mark to a vagina is a bit of a stretch.
They spent a year on that?!
I still really like the rebranding. It is easy to laugh at the logo but rebranding something in this modern age isn't easy and everyone is a critic. I feel if they stick with it though I think it could be a good for them.
I think it's gonna work well for them and the focus will move away from the sexual comparisons. I do think it looks vaguely like an arse, balls & vagina abstraction, but hey, at least it's recognisable.