Does your luxury real estate logo consist of simple geometric shapes or text? If so, it may not meet the threshold of originality needed for copyright protection and could end up in the public domain. 

That is the case of Airbnb, the website where people list, find and rent lodging. Airbnb has over 1,500,00 listings in 34,000 cities and 190 countries.  It started in 2008 and has experienced hyper-growth due to its very clear, simple and easy to understand value proposition.  Their logo may be over-simplified but their messaging, i.e., their slogans are spot on.

In the past 18 months Airbnb has introduced the new logo that they call “the Bélo” which stands for belonging and their slogan “Never a Stranger” to reinforce the notion of belonging.  Their magazine is called “Pineapple” which is a classic symbol of the intangible assets we appreciate in a home: warmth, welcome, friendship and hospitality.

Conceiving of slogans or taglines is one of the biggest challenges in strategic branding. The process of developing a slogan for our clients in the luxury real estate industry is no different than crafting a slogan for a major global brand.  It involves the distillation of their unique promise of value into just a few words.  One word is even better and a contraction of that word, like “the Bélo” is a stunning feat of branding!  But, make sure your logo is eligible for a copyright.

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.