Repetition is a fundamental principle in design that involves the consistent use of visual elements to create a sense of unity, predictability, and order. By reusing colors, shapes, patterns, textures, and typography, designers can reinforce brand identity, guide viewers’ attention, and create a cohesive experience. This case study explores the role of repetition in the redesign of Airbnb’s visual identity, a project that showcases the power of consistent design systems.
Background
Airbnb, a global platform for short-term rentals, underwent a brand redesign in 2014 to address inconsistencies in its visual identity. The brand previously relied on a mix of disparate design elements, which diluted its message and recognition. With its expansion into new markets, Airbnb needed a unified design approach to communicate its values of belonging and trust.
The task was to create a visually cohesive system that could be applied across multiple touchpoints, from the app and website to print materials and advertising campaigns.
Implementation of Repetition
1. The Bélo Symbol
The cornerstone of the redesign was the creation of the Bélo symbol, a simple, versatile mark representing “belonging.” The repetition of this symbol across all platforms—from app icons to physical signage—ensured immediate brand recognition. Its adaptability made it a key element for maintaining consistency in diverse cultural and geographic contexts.
2. Typography
Airbnb adopted a custom typeface, Airbnb Cereal, which was used repetitively across digital and print materials. This consistent use of typography reinforced the brand’s modern and approachable identity, ensuring visual coherence in all written communication.
3. Color Palette
The redesign introduced a warm, friendly color palette dominated by shades of coral, white, and soft grays. These colors were applied repeatedly in UI elements, marketing materials, and even physical merchandise, creating a unified aesthetic that reflected the brand’s personality.
4. UI Components
The design team implemented repetition in user interface components, such as buttons, icons, and navigation bars. By maintaining uniformity in shapes, sizes, and spacing, the Airbnb app and website offered a seamless user experience. Users quickly became familiar with interactive elements, enhancing usability.
Outcomes and Impact
1. Brand Recognition
The repeated use of the Bélo symbol and consistent visual elements significantly increased brand recognition. In a crowded marketplace, Airbnb became instantly identifiable.
2. Improved User Experience
The repetition of UI components across the app and website improved navigation and user satisfaction. Familiarity with design elements reduced the cognitive load for users.
3. Scalability
The cohesive design system allowed Airbnb to scale its branding effortlessly across new markets and platforms, ensuring consistency while accommodating localized content.
4. Emotional Connection
The repetitive use of warm, welcoming visuals helped communicate Airbnb’s core value of “belonging.” This emotional resonance strengthened user loyalty and engagement.
Conclusion
Repetition in design is a powerful tool for creating unity, guiding attention, and establishing brand identity. Airbnb’s 2014 redesign exemplifies how a thoughtful application of repetition can elevate a brand’s visual coherence and emotional impact. By consistently repeating design elements across all touchpoints, Airbnb not only improved its aesthetics but also strengthened its market position and user experience.
This case highlights that repetition is not about monotony but about crafting a dependable and recognizable identity that resonates with audiences.
