Airbnb Plus: Belong Anywhere


Airbnb has spent the past decade working towards its vision of a world where anyone can belong anywhere. Over 300 million trips later and it launched Airbnb Plus: a new tier of homes that have been personally verified for quality and comfort. Not only does this broaden Airbnb’s appeal to even more guests, but it also allows the business to recognize those hosts who go above and beyond in their outstanding hospitality.

Beautiful homes. Exceptional hosts. Verified for quality.

The Airbnb Plus identity reflects the consideration that goes into each of these properties, which have to be verified in person against a 100+ point checklist. Hand-drawn design elements convey the hosts’ personal touches and the human care that goes into each home, while providing Airbnb with a distinctive graphic language for listing curated amenities.

Taking the brand to a new level

The launch of Airbnb Plus sees a new color – Olin – introduced into the Airbnb palette. It’s a paper-like natural texture that complements the human, handwritten qualities of the overall identity. This has been paired with a focused use of the primary Airbnb color palette, while hand-authored amenities icons by the illustrator Yu Nagaba add to the warm welcome.

Thank you

To create this identity we worked with Alex, Amber, Joseph, Nina, and the rest of the Airbnb Plus team. With additional thanks to illustrator Yu Nagaba.