Facebook is in the middle of an identity crisis. The company started as a social media platform but has been further expanded over the years through the combination of product development and various acquisitions. On Monday, Facebook has taken an important step towards clarifying its brand with the introduction of a new company logo.
According to Antonio Lucio, Chief Marketing Officer, Facebook will use the new branding to distinguish Facebook from the company’s Facebook app.
He will also use the new branding to better publicize his properties in other companies such as WhatsApp, Instagram, Messenger and Portal.
Facebook described the task of designing the company’s new brand as a collaborative effort based on three basic design behaviors: clarify, empathize and create space. It uses custom typography, rounded angles, capital letters and open tracking to “create a visual distinction between business and application”.
From the point of view of a normal user who does not like typography, it is slightly more than the word “Facebook” written with a simple capital lettering that matches the color of each brand. It’s nothing that is disappointing, but it’s the direction that big companies are taking today.
For those who deal with typography, Facebook has a complete blog on the subject that could be of interest.
Facebook has taken a more proactive approach to educating people about the companies and products it owns. In many of Facebook’s products, such as Oculus and Workplace, you can now find business mentions.
The company’s new branding will be introduced in products and marketing materials over the coming weeks.
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