This week, Airbnb re-branded.  Here is their old logo.  The script is airy, bubbly, and cloud-like.

And here is their new logo that I’ve put in black and white:

At first glance, I think it looks like a paperclip or an upside-down heart.

Social media and bloggers however found something else in the symbol.  Apparently thought it looked like, putting it delicately, “lady parts,” putting it bluntly, a vagina or boobs – which is interesting given its history of being used as a portable brothel.

Their CEO Brian Chesky called it “a universal symbol of belonging.”  They have a page on their website talking about the story of the brand evolution to belonging anywhere.  You can even create your own version of the symbol to represent you, calling it a “shared brand identity” (a concept which makes a trademark attorney and daughter of a logo cop squirm).

I asked some heavily traveled friends who use the service what they think about the rebrand, and I think they hit it on the head:  it’s ambiguous.  For many unfamiliar with the service, it makes their offering even more unclear.  I don’t want to feel like I belong in someone’s home (that’s borderline creepy), or that I have homes in different area codes.  I want to crash in a sweet pad for a few days.  And I probably do want to know which available rooms to rent are more “home is where the heart is” and less Heidi Fleiss.

So here’s your Friday Rorschach test – what do you think the logo looks like?  (my favorite answer thus far:  nun’s habit with hands up in prayer)