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Social media giant Facebook has undergone a rebranding exercise. The company brand includes a new logo that features the name of the social platform written in all capital letters.
In a blog post, Facebook’s Chief Marketing Officer, Antonio Lucio, explained how Facebook is updating the company branding “to be clearer about the products that come from Facebook. We are introducing a new company logo and further distinguishing the Facebook company from the Facebook app, which will keep its own branding’’.
The new branding was designed for clarity, and uses custom typography and capitalisation to create visual distinction between the company and the app, the company said, intending to let its users know that its subsidiaries are part of the parent company. Instagram and WhatsApp will now say they are from ‘FACEBOOK’.
BusinessLine spoke to advertisers who said that rebranding is an attempt to differentiate the many products from the parent and to unify all the products.
‘Great strategic move’
Ashish Mishra, Managing Director, Interbrand India, told BusinessLine : “It seems to be appropriate for Facebook as a corporate brand and as a holder of Whatsapp, Instagram et al . It is a great strategic move and will allow equity flows between all these powerful brands driving their brand values up.”
He added, “However, it felt odd, cold and less human for the intimate social brand that Facebook is.”
Colour scheme
The rebranding exercise also has a shifting colour scheme that highlights Instagram’s purple gradient and WhatsApp’s green tint.
This June, Facebook began its rebranding process adding ‘from Facebook’ taglines to its products. However, Facebook CEO Mark Zuckerberg was reportedly unsatisfied with the credit Facebook was getting for owning Instagram and WhatsApp.
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