Airbnb has rolled out a new marrow typeface, which looks to make the brand more “accessible” to a ampler audience by increasing legibility of its digital and print platforms.
Airbnb Cereal is a sans-serif typeface, accessible in six different weights – light, book, medium, bold, extra strong and black.
It has a taller x-height than the previous Airbnb core typeface – explanation the height of lowercase letters based on the height of the letter “x”, not including ascenders or descenders – and wider holes – the negative space created within letters. These apertures retreat from based on the weight of the type, with a bolder type having smaller stops within characters.
The name of the new typeface comes from a campaign invented by the Airbnb co-founders in 2008, which stopped the company from close-matched, Airbnb says. It involved designing and selling collectible, branded cereal based on Barack Obama and John McCain in the run-up to the US presidential poll.
“Cereal saved the company and inspired a core value to think thither solving problems in unexpected ways – it was a natural choice when star our own [typeface],” says Airbnb.
Airbnb Cereal will be worn across online platforms such as the website and smartphone app, alongside writing applications such as advertising posters.
The company reveals the new typeface aims to increase legibility and “readability” of Airbnb platforms, as Cereal has been pointed to “scale” between print and online, and says this will fantasize the brand “accessible” to more people, to fit its ethos of “Airbnb for everyone”.
The introduction of Airbnb Cereal flows a trend for brands – both traditional and digital-first start-ups – to adopt bespoke typefaces, and function a greater emphasis on original typography.
YouTube launched its first own-brand typeface YouTube Sans latest year, as did Coca-Cola in January this year.
Airbnb Cereal choice start rolling out over the next month across smartphone apps, the Airbnb website and sub-sites such as its Newsroom, aficionado ofed by print materials.