Airbnb unveils cryptic new logo

Airbnb CEO Brian Chesky revealed on Wednesday a rebrand for the room-sharing startup complete with a new corporate logo in the shape of well, its hard to say.

Along with a new website and an updated mobile app, the San Francisco company showed off the strange symbol, which it dubbed the Belo.

Airbnb is about so much more about renting rooms, Chesky said in teleconference, saying its about friendship and belonging.

Apparently, its also about branded merchandise. Like Disneyland or the Yankees, Airbnb plans to start selling T-shirts, mugs and trinkets emblazoned with the icon.

Resembling an upside down heart, the Belo was created as the universal symbol of belonging, Chesky said. When you see it you will know that you are not alone.

Airbnb is encouraging users to play around with the symbol and create their own version through a new site, Create Airbnb, where they can also buy Belo merchandise.

In addition to rental listings, the revamped website offers travel advice, including editors picks and a search service for people seeking out new destinations.

The overhaul suggests that Airbnb which just raised $500 million from investors is looking to use some of that cash to expand into travel services beyond just room rentals.

By luring people in the early stages of planning a trip, Airbnb may be setting the stage to move into airline bookings or even auto rentals.

The fast growing company has hit some major potholes on its journey.

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Airbnb unveils cryptic new logo