#branding
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The Airbnb Hole

It is not the fault of Airbnb that its new logo looks like an anatomical negative space, a hole, its chief technology officer, Nathan Blecharczyk, would like to everyone to know: We wouldn’t want to design a logo that caters to the lowest common denominator. This was a yearlong undertaking for dozens of people, it’s something meaningful, and no one pauses to really understand that.

But when one gazes into the hole—for how can one not—the tumble begins almost immediately, through the hole, beyond the hole. The world and every possible concern, hope, fear, or dream dissolves completely, leaving just you and the hole—you are [...]