Facebook has put forth a new corporate logo to better communicate the brand ownership structure to people and businesses.
Facebook has grown into a corporate company that now own a plethora of digital and social media-related businesses. To differentiate between the flagship application, Facebook and the corporate company, Facebook has unveiled a new corporate logo. “We needed to wordmark to establish distinction from the Facebook app and allow for a clearer connection to the full family of technologies,” the brand says.
Facebook is a parent company to Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra. The apps and technologies have shared infrastructure and the teams often work together. The new brand system uses custom typography, rounded corners, open tracking and capitalisation to create a visual distinction between the company and the app.
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In the coming weeks, the company will start using the new brand identity within the products and marketing materials. They will also launch a new company website. Essentially, Facebook wants users across the world that they are more than just a social media platform.
The company has chosen to go for an all-caps treatment for the logo, making it come alive with uniquely crafted letterforms. Facebook describes the logo as one built on a stable structure through the use of consistent stroke width, harmonized capital letters and horizontal emphasis. The generous spacing and open letterforms allow clarity at small sizes and the subtle softening of corners and diagonals add a sense of optimism, they say.