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Airbnb Unveils New Logo

Airbnb(NEW YORK) -- When Airbnb unveiled its new logo, netizens went wild trying to pin down what the simple scribble looks like.

But the rent-a-room service says the logo -- which resembles a pretzel shape or an upside-down heart -- is symbolic of belonging, the core of the Airbnb brand, according to CEO Bryan Chesky.

"For so long, people thought Airbnb was about renting houses," he wrote in a blog post on Wednesday. "But really, we're about home. You see, a house is just a space, but a home is where you belong. And what makes this global community so special is that for the very first time, you can belong anywhere."

A video explains the symbol, called the bélo, and it stands for four things: people, places, love and Airbnb.

The logo is the latest in an ongoing rebranding process for the company, which has also redesigned its website and app, ratcheted up its marketing efforts and launched a bed and breakfast service.

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