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Facebook unveils new logo to set parent company apart from social platform

Facebook has unveiled a new company logo to set the branding of the parent company apart from its social media app. The update seeks to reflect the company’s evolution from being a single social app to a provider of a suite of solutions such as Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra.

According to Facebook,  the new brand system uses custom typography, rounded corners, open tracking and capitalisation to create visual distinction between the company and app. The logo is also designed to be responsive to its context and environment. Instead of owning a single colour, it will take on the colour of Facebook’s individual brands, creating a clearer relationship between the company and the products it builds.

The new brand system is built on three foundational design behaviours:
– 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.

Meanwhile, the Facebook app will retain its own branding. In a separate blog post, Facebook CMO Antonio Lucio said: “This brand change is a way to better communicate our ownership structure to the people and businesses who use our services to connect, share, build community and grow their audiences.”

With the belief that consumers should know which companies make the products they use, Facebook started adding a company endorsement to its products and services years ago. In June, it began including “from Facebook” within its family of apps. Over the coming weeks, the new brand will be rolled out on its products and marketing materials, including a new company website.

Calibra, a subsidiary set up by Facebook to oversee its cryptocurrency project named Libra, is currently embroiled in a trademark lawsuit over the likeness of its logo to that of online and mobile banking services provider, Current. Its branding and design agency, Character is said to have also designed the logo for Current. A leaked court filing said Calibra’s logo, which is “not only confusingly similar to, but virtually identical” to Current’s, causes irreparable harm to Current’s reputation and goodwill.

In July, Twitter also unveiled a revamped Twitter.com and a blog series called “New Nest: Building the New Twitter.com” to explain how it rebuilt the website. New features include a new look, faster navigation and personalisation options. The changes aim to “make conversations easier to find and follow and just a bit more fun”.

[Marketing is proud to once again present PR Asia in Singapore this year. Join us for a series of exclusive case studies, interactive and thought-provoking discussions this 13-14 November in Singapore and discover the latest strategies, insights and groundbreaking ideas to elevate your PR practice. Register now.]

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