There is so much going on at Facebook Inc. In October last week, company CEO Mark Zuckerberg faced the Congress (again), and on October 31, the company posted strong third quarter results. Within a week’s time, there’s another big news coming from the company corridors. Facebook Inc. has redesigned the company’s logo and has introduced a new branding system for the suit of products that it offers now.
The Menlo Park-based company says that it has introduced a new company logo to further distinguish the Facebook company from the Facebook app, which will keep its own branding. The reason to update the company branding is to be clearer about the products that come from Facebook company. ‘The new branding was designed for clarity, and uses custom typography and capitalization to create visual distinction between the company and app,’ Antonio Lucio, Chief Marketing Officer, said in a blog post.
In layman’s words, Facebook wants its users to know the difference between Facebook company and facebook app as well as which company makes the products people use. These products include the Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra (digital wallet for Facebook’s Libra Cryptocurrency). Over the coming weeks, the company will start using the new brand within its products and marketing materials, including a new company website.
Facebook says that an all-caps treatment of the word ‘facebook’ will create a way to distinguish between the app and the company, that is, ‘FACEBOOK’ is the company and ‘facebook’ is the app. ‘The new company wordmark is built on a stable structure through the use of consistent stroke width, harmonized capital letters and a horizontal emphasis. The wordmark condenses into a ‘FB’ monogram in small spaces. This monogram builds on existing equity: FB is already associated with Facebook, is the company’s stock ticker symbol and is used in domains and employee email addresses,’ the company said.
Further, instead of a single colour, FACEBOOK designed the new logo to be responsive to its context and environment. This system allows the wordmark to take on the colour of the individual brands that it owns. This essentially means that the logo will be green in colour on WhatsApp and multi-coloured on Instagram.