Airbnb has teamed up with international type foundry Dalton Maag to create Cereal, a new typeface in six weights, which aims to enhance “readability” through its website, app and print materials. Airbnb’s brand identity is extremely typographic, which can be experienced through various mediums including their print platform ‘Airbnbmag’ and advertisements. Airbnb stated they wanted a typeface which they could craft themselves, allowing them to reflect their brand identity, company mission and beliefs. By creating their own typeface, it would give them a “consistent voice across all mediums and platforms we support”.
The typeface is named after a campaign launched by the Airbnb co-founders in 2008. It prevented the company from closing, 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 election. The name also represents their values and sentimentality; it takes you back to the initial days when breakfast was a part of Airbnb’s brand name.
The company aims to solve legibility issues through their new typeface. Cereal is a sans-serif typeface, available in six different weights – light, book, medium, bold, extra bold and black. Airbnb wanted to pay particular attention to UI design as type often get reduced in size when in UI and if the weight is too light the type can almost disappear and certainly become unreadable.
Airbnb Cereal will begin to make appearances in the next few weeks across smartphone apps, the Airbnb website and sub-sites such as its newsroom, followed by print materials.