[haberman]

Why do you presume to say what AirBnB "should not" do? You get to run your business according to your priorities, as does AirBnB's CEO.

> Plenty of successful companies managed to create a distinct brand identity using helvetica.

You could use this logic to criticize basically any company expenditure as frivolous. Plenty of companies do things that probably aren't strictly necessary for their survival. I for one am grateful to live in a world where companies sometimes do interesting and creative things, even if it isn't an obvious and immediate win on the balance sheet.

[baal232]

> Why do you presume to say what AirBnB "should not" do? You get to run your business according to your priorities, as does AirBnB's CEO.

If we followed your reasoning, most CEOs would be immune from criticism.

I, on the other hand, have a different rule of thumb. If a company does something in public, it's fair game for the public to talk about it.

>You could use this logic to criticize basically any company expenditure as frivolous.

I hope not! That's not my intention. I'm just refuting the idea that branding requires a unique typeface.

The reason this is frivolous is because the company's core business is in writing the app and matching vacationers with short term rentals. Designing a typeface seems unrelated to their core business, and is probably best left to someone else, while they focus on what they're good at.

[briandear]

Their core business is making two private parties feel good enough about each other in order to conducts a higher value transaction.

Friendliness, trust, professionalism are all part of the image AirBnB wants to convey to guests and hosts. I would say that a font is extremely a part of their core business as anything that even slightly improves the feeling of confidence you want your customers to have when they book a room — improves conversations, perceived satisfaction and a whole host of other intangible, but still very real aspects of the AirBnB experience.

Spend some time as an AirBnB host and you’ll quickly understand their core business is beyond just being a transaction engine but more around almost being a therapeutic interface between hosts and needy, insecure and hesitant guests. Remember also that AirBnB is growing rapidly — a large number of hosts and guest have never “done this sort of thing” before. So AirBnB’s design motifs have to be psychologically perfect to make those people, like your Aunt Edna, feel safe.

For the average HN reader, certainly Menlo, Times New Roman or Comic Sans would be suitable.

Design matters and it matters a hell of a lot when you are dealing with the “normal” public.

[ksk]

The problem is you can apply your logic to anything and any business. I bet having a nice comfortable pencil makes the experience of filling out a form better too. Or maybe businesses should design their own paint since the texture of the paint is the first thing that anyone notices when entering a an office room, and having a nice perfect personal paint that minimizes speculars is ideal for a friendly atmosphere. Or maybe Enterprise should design their own leather since car rental is so so personal, and the feel of the leather enhances everything about renting a car.. or maybe they should make their own tires since tires affect the entire experience so much.. and on and on...

Is a font the number one thing? Number two? number three? Or maybe number 62? Ofcource a company is "allowed" to do whatever they want. I don't see why anyone should be forced to take their actions seriously.

>Design matters and it matters a hell of a lot when you are dealing with the “normal” public.

Sure it matters, just like everything matters, just not to the degree that designers think it does. Like I said in another post about UX - I'd bet half a paycheck that the only people who really really care about the new "cool" designs are (1) Bosses looking to take credit (2) Bored tech writers looking for content (3) UX Peers looking for validation (4) Tech people looking for new toys.

[squiggleblaz]

Anything a company does, in private or in public, is legitimately subject to criticism.