Facebook has announced a new company logo to distinguish Facebook the company from the Facebook app, which the company said will keep its original branding. Earlier this year, Facebook started adding its name to Instagram and WhatsApp, services that it owns — and the new logo is a step in that same general direction.
Why does Facebook have a new logo?
The new logo signifies Facebook the company, which now offers way more than the original social network. The idea of the new branding is to make it clear which products come from Facebook. So the new logo will cycle between the colours of the other products like Whatsapp and Instagram, both of which have over a billion users each, and rival the Facebook app in terms of popularity.
For instance, on Instagram, the ‘From Facebook’ logo has a distinct pink and orange colour, similar to the Instagram logo. On WhatsApp, this ‘From Facebook’ logo will have a green colour — again following the colour scheme of the app.
Facebook’s Chief Marketing Officer Antonio Lucio wrote in a blog post announcing the logo: “Today, we’re updating our company branding to be clearer about the products that come from Facebook. The new branding was designed for clarity, and uses custom typography and capitalisation to create visual distinction between the company and app.”
The first responses have described the logo as plain and bland.
Where will the new Facebook logo be shown?
Facebook says it will use the new logo within its products and marketing materials soon.
Facebook also said it will have a new company website, which will be separate from the social network website. Facebook wants people to know which companies are owned by it. Its services like Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra, will all soon have the ‘From Facebook’ logo. Keep in mind, Facebook began including “From Facebook” within all its apps in June 2019.
But why is Facebook so keen to add its logo to Instagram and WhatsApp?
In an interview to Bloomberg, Lucio said: “All the research that we’ve had from Generation Z and millennials was all very emphatic as to they need to know where their brands come from. We needed to be more transparent with our users in showcasing that everything is coming from the same company.”
He also cited a Pew research study that showed only 29% of Americans knew Facebook owned both Instagram and WhatsApp. He said in the interview that knowledge that Facebook owns both would improve perception of the company, which is facing a serious credibility crisis in light of the recent privacy scandals.
It should be noted that both Instagram and WhatsApp’s founders departed the companies they had founded on not-so-good terms with Facebook CEO Mark Zuckerberg. WhatsApp’s co-founder Brian Acton even issued a call to “delete Facebook” when the Cambridge Analytica scandal broke. For Instagram and WhatsApp, the proximity to Facebook might not necessarily be the image boost that the parent company is hoping to gain.