The logo should be used in the "coming weeks" within Facebook's marketing products and materials. We knew a few months ago that Facebook would soon add "Facebook" among some of its other applications, and it turned out that we would see this logo instead of the traditional blue-pink word tag on Facebook.
Facebook has always used its social network tag to represent the company as a whole. But 15 years after its founding, Facebook is now more expansive as its parent brand, and the company seems to have considered it necessary to distinguish itself from the social network in which it was created.
The new logo uses custom printing, "designed for clarity," to create a "visual distinction between the company and the application," the company says.
Facebook says that the goal of embedding "from Facebook" is to let people know that their applications have a "shared infrastructure" and depend on many of the same teams. "People should know the companies that make the products they use," says Antonio Lucio, director of Facebook marketing.
At the same time, the new logo seems to be an attempt to keep the different Facebook brands a little more distinctive in the midst of a close controversy. The various slogans seem to indicate that Facebook is not completely defined by Facebook on the social network: it only shares the same name and control interests.
Lucio told Bloomberg that he had considered changing the name of the parent company, but decided not to do so because Facebook didn't want to hide from his problems. Instead, the name change process revolves around trying to color Facebook with some of the good intentions associated with its other brands, such as Instagram and WhatsApp. When people find out that Facebook creates them, Lucio tells Bloomberg that they begin to like Facebook more, although he also imposes a "brand tax" on the other application due to the link.
Facebook is back in the news again, but this time with a rebranded logo. According to the announcement, the company has taken this step to distinguish the various products it offers (including big names like WhatsApp and Instagram), as well as the Facebook app, from the parent company Facebook.
While talking about the new company logo, Facebook’s Chief Marketing Officer, Antonio Lucio, said:
“People should know which companies make the products they use. Our main services include the Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal, and Calibra. These apps and technologies have shared infrastructure for years, and the teams behind them frequently work together. We started being clearer about the products and services that are part of Facebook years ago, adding a company endorsement to products like Oculus, Workplace, and Portal. And in June, we began including “from Facebook” within all our apps. Over the coming weeks, we will start using the new brand within our products and marketing materials, including a new company website.”
The idea behind redesigning the logo was aimed at bringing more clarity and transparency when referring to ‘Facebook the social media app,’ ‘Facebook the company,’ and the various other products owned by it. The new logo adopts colors from the logos of these products to reflect the different apps owned by Facebook – blue for the Facebook app, Green for WhatsApp, and pinkish golden for Instagram.
The company’s realization behind such a rebranded logo arrives at a time when so many different websites and apps exist already, and Facebook probably did not want its distinct identity to get lost or become vague in such a scenario. Thus, coming up with a new logo is not just meant to represent Facebook as an umbrella brand for its various products, but it will also help in establishing the company’s unique identity amidst other brands.
Facebook’s representatives, Zach Stubenvoll, Sam Halle, Andrew Stirk, and Luke Woods, have pointed out three design behaviors that went into the rebranding process of the new logo:
- Clarity: a brand that simplifies and builds understanding
- Empathy: a system that is respectful of context and environment
- Creating Space: design that supports people and their stories
In order to further bring more clarity in the design mechanism, the Facebook wordmark was altered so that people could form the right association when they saw the word ‘Facebook,’ (not just linking it to the Facebook app but the Facebook company on the whole, as well as the products offered by it). Henceforth, the new rebranded logo was customized in terms of typography and capitalization of words, in order to form a clear visual differentiation between Facebook, the company, and Facebook, the app.
Also, the word mark occupies a wider space and has larger letterforms, and they both represent Facebook as the bigger brand/company under which its product portfolio exists. The color system used in the logo further corresponds to the different products owned by the company and has been carefully incorporated to develop vivid and correct associations in the minds of people who view Facebook from now on. The company will also be getting its new website for corporate identity.
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