Airbnb – Infosec

Challenge

Airbnb’s Information Security Department requested the development of a branding strategy for their department, which involved creating a logo for their Security Champions program, along with illustrations to represent the program’s various levels. The objective was to establish a distinct visual identity for the department and program, highlighting their dedication to maintaining the highest levels of security and protecting the interests of Airbnb and its users.

Background

To visually represent the five consecutive levels of the Security Champion program, the design needed to be both engaging and easy to understand. The client requested that the visuals reflect elements associated with Airbnb, such as houses, in order to create a connection with the brand. However, traditional security-related visuals such as locks and walls were to be avoided. Instead, the focus was on highlighting the program’s intelligent, innovative, and smart features.

Creative Process

After carefully exploring different ideas and having in-depth discussions with the client, I decided to focus on developing a chess game concept. Chess felt like the perfect fit because it’s known for being an intellectually stimulating and strategic game that requires focus, the ability to spot weaknesses, and clever thinking. Additionally, it was a convenient choice, as the game includes a tower piece, which matched the client’s desire to feature buildings, if possible.

Idea: The logo of the entity is designed as a coat of arms with a chessboard, and it uses different chess pieces to represent its levels. This design emphasizes the entity’s analytical and strategic focus, highlighting the importance of critical thinking in achieving its objectives.

Idea: The logo features a regal castle that is protected by chess piece guards, each representing different hierarchical levels within the organization. Fun fact: the bishop piece is by an elephant, as it used to be in medieval chess.

The client has chosen to go through with the second proposal.

Development

I created illustrations in various color modes that align with the Airbnb branding guidelines, based on the provided sketches. These color modes were carefully selected to ensure that the illustrations maintain consistency with the brand’s established color scheme, which is primarily centered around the distinctive Airbnb coral hue.

The client favored the version with lighter colors.

Logo

Following the client’s selection of the illustration version, the focus shifted toward designing the logo for the entire program. While there was an initial concept for the logo, I provided several alternative versions to ensure a comprehensive range of options.

The client expressed a preference for the option featuring a mage, which symbolizes the highest level of the program and alludes to the Queen – the most dominant chess piece on the board.

Credits