Facebook—the company, not the app—today unveils a new logo and identity as a way to more clearly define the corporate entity that comprises a suite of apps including Instagram, WhatsApp, Messenger, Oculus, Workplace, Portal, Calibra—and, yes, Facebook.
In a post, CMO Antonio Lucio announced the move. “Today, we’re updating our company branding to be clearer about the products that come from Facebook,” he wrote. “We’re introducing a new company logo and further distinguishing the Facebook company from the Facebook app, which will keep its own branding.
Each letter of the word “Facebook” is capitalized and spaced apart from adjacent letters, creating an authoritative yet subdued and airy look.
“The new branding was designed for clarity and uses custom typography and capitalization to create visual distinction between the company and app,” he explained. “People should know which companies make the products they use.”
The repositioning mirrors the integration behind the scenes, he said. Facebook’s many apps and technologies “have shared infrastructure for years and the teams behind them frequently work together,” Lucio told me. Meanwhile, company endorsements have been added for years, in an effort to establish clarity; in June the company began adding “From Facebook” in all apps.