- New logo is meant to convey “optimism”, according to the company
- The Facebook app will keep its current logo
- Move focused solely on clarifying operations to the public: Facebook
On the Internet, using uppercase letters is shorthand for shouting. And Facebook has something to say with its redesign. The company’s new corporate logo is its name in all uppercase letters. The redesign is Facebook’s most visible attempt to distinguish the social media app and website from its eponymous corporation, which also owns Instagram, WhatsApp and other entities. Facebook new logo is meant to convey “optimism” while the re-branding effort is focused on “clarity,” “empathy” and “creating space,” according to a company Web page. The Facebook app will keep its current logo.
US presidential candidate Sen. Elizabeth Warren, D-Mass., who has been a vocal critic of Facebook’s business practices, was critical of the move. “Facebook can rebrand all they want but they can’t hide the fact that they are too big and powerful. It’s time to #BreakUpBIGTECH,” she tweeted.
Some marketing experts say the re-branding effort is similar to what Google did with its parent company Alphabet, changing its marketing as the company’s product offerings become increasingly diverse. Others have speculated that the campaign – which also includes adding “from Facebook” on all of its apps and launching a new website in the coming weeks – is its latest effort to convince users that it has moved past its spotty track record on data privacy, security and other issues.
The most notorious of those scandals is the one surrounding Cambridge Analytica, the political consultancy with ties to the Trump campaign that improperly accessed the data of tens of millions of Facebook users before the 2016 presidential election. More recently, Facebook has been criticized by 2020 presidential candidates and others for allowing politicians to lie in advertisements.
The company says the move is focused solely on clarifying its operations to the public. “Branding changes are [a] normal course of business and marketing strategy. For us, this brand change is a way to communicate a simpler and clearer company narrative to people and businesses that use our services,” said Facebook spokeswoman Lisa Stratton in an email.
Lisa Marie Nelson, a San Francisco-based marketing and branding professional, says the company’s re-branding is likely about “restarting the conversation about the brand.”
“It could be an opportunity to draw attention away from things,” said Nelson. But it could also be a way to signal that they are coming out with new products that might not fall under the old logo. “It’s a way to say, ‘We actually have another horse in the race, and it’s over here.’ ”
Facebook’s new logo’s colour is only occasionally blue. It changes depending on its surrounding context and sometimes includes a gradient or solid fill. The new font is minimalist and contains relatively large spaces between the letters.
Some Twitter users were underwhelmed. “Someone spent millions on that,” tweeted Edward Hardy of the “Hardy Report” political podcast.
Logo lettering can make a difference. Uppercase letters have been used by banks and other types of financial institutions to communicate a sense of security, says San Francisco-based typography expert Carolina de Bartolo.