Couchsurfing International

Wander Together Here

Creating a new brand identity for a platform connecting wanderlust travelers with local hosts for an immersive travel experience

Project
Couchsurfing Brand Identity

Medium
Identity

Role
Creative Direction
Identity Design
Graphic Design

Year
2012

Objective
Couchsurfing is built on the spirit of global exploration, cultural exchange, and human connection. As the platform evolved, leadership sought a new identity that would visually capture this ethos—one that felt welcoming, adventurous, and deeply tied to the idea of shared experiences across cultures and continents.

Solution
Inspired by the spirit of adventure and the letter 'C', the logomark was inspired by the form of a desktop globe—symbolizing exploration and the interconnectedness of cultures. The hand-drawn style adds warmth and a personal touch, evoking the spontaneity of travel and the storytelling aspect of the Couchsurfing community. For the primary brand color, we chose International Orange, a nod to the Golden Gate Bridge in San Francisco, where Couchsurfing is headquartered, as a tribute to a brand built on connection and discovery.

Key influential selections from styleboard presentation

Design progression of the logomark

Brand Activation

Branded travel accessories: membership card, luggage tag, and passport protector