Facebook’s new company logo was released yesterday. Why does Facebook need a new logo? And is there a reason the company is creating a degree of separation from it’s flagship social media platform?
The history of Facebook
Facebook, of course, is not just a single app any more. Acquisitions and buy outs have added a number of apps and platforms to the Facebook corporate asset list:
- Whats App – 300 million daily users
- Facebook App – one billion active users
- Instagram – one billion active monthly users
Other brands owned include Oculus Virtual Reality, Facebook Portal smart display products and the beleagured Calibra which is home to the Libra Association cryptocurrency platform.
The social media platform itself is no longer just one app, either. There are Facebook Messenger and Facebook Workplace apps, and I am sure more niches to come.
What does the new logo look like?
The new logo is still instantly recognisable. The image is intended to encapsulate the number of products and services contained within the Facebook umbrella. The idea is to deliver a ‘visual distinction’ between the corporate entity, and the app.
In an interesting insight into the thought behind the new logo, Facebook have published a background explaining how each factor was chosen. The logo is intended to portray the brand values of clarity, empathy and creating space.
Using a the brand from its core three; Facebook, Instagram and WhatsApp along with a dynamic set of lifestyle images, the brand looks at the ever changing way in which content is shared online. The colour palette is intended to signify the colours of the environment and from each app.
We have the solid blue for Facebook, the dynamic gradient of Instagram and the vibrant green of WhatsApp.
Is the new logo indicative of a new corporate strategy for Facebook?
Of late we have definitely seen a big focus from Facebook on user privacy and being more transparent and open.
We reported last month the launch of the new Threads messenger service, designed as a new privacy focused option. Facebook has made announcements about their policies to mitigate fake news and false posts, particularly relevant in the run up to the 2020 US elections.
There is also talk of a new Facebook News app, produced in partnership with journalists. A statement was released last month, and we explored what this might mean for the relationships between the social media giant and the press.
In their release statement, Facebook say that; ‘people should know which companies make the products they use‘. In short, they are putting their name on every product they own.
Is this really just a corporate rebrand?
Perhaps this is genuinely a move towards clarity. However, whilst most users probably already know who owns their apps, I get a funny feeling that there is a smarter game at play here.
Is this a pre-emptive action to fireproof Facebook against future data protection legislations? Are they considering the future in light of EU GDPR laws which have impacted the way companies behave and manage customer data?
Do they just want to make sure their products have a clear disclosure about who owns the service to avoid any issues of illegal data sharing or collection…?
Maybe I’m being a bit cynical, but the statement makes a point about the ‘shared infrastructure‘ and how ‘the teams behind them frequently work together’.
Having been fined $5 billion by the FTC earlier this year over data breaches and the Cambridge Analytica debacle, it is no wonder Facebook want, well, a face lift!