Facebook new logo is an attempt to fix its dying reputation

Facebook new logoPhoto: Facebook Newsroom

Social media and tech giant Facebook, has unveiled a new logo, ending an era of branding that has become a familiar icon in today’s world. The change comes following a series of controversies and scandal that involves the Silicon Valley-based company in recent years, leading to speculations that the logo change is an attempt to change the narrative against the company.

Antonio Lucio, Chief Marketing Officer of the tech giant, announced in a blog post today that the company is updating its branding to reflect the growth of Facebook from being a stand-alone app to a company that powers a roster of popular applications that are used by millions of people.

“Today, we’re updating our company branding to be clearer about the products that come from Facebook,” Lucio wrote in the blog post.

The move aims to distinguish Facebook, the company, from the application. While the Facebook company has changed its own logo, Lucio said that the Facebook app would maintain its own current branding and logo.

“The new branding was designed for clarity, and uses custom typography and capitalization to create a visual distinction between the company and app,” he added.

The new logo of the Facebook company

Lucio said that the purpose of the rebranding is to let users know that some of the apps they use are owned by Facebook. This will be signified by the term “from Facebook” with the word Facebook appearing in a multicolored new font. It follows the earlier move of the company to include the said phrase in all of its apps since June 2019.

The changes will be applied to different apps owned by the tech giant, including Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal, and Calibra.

Lucio announced that the changes could be expected in the next few weeks. “Over the coming weeks, we will start using the new brand within our products and marketing materials, including a new company website,” he said.

Is Facebook hiding from problems behind the new logo?

The need for Facebook to distinguish the company from the app comes after a series of controversies that surround Facebook application. The name Facebook has become synonymous with “internet capitalist” following the scandal and data breaches that the app has recently been involved in.

In the past few years, Facebook has been the target of regulatory inquiries over its role in the infamous Cambridge Analytica scandal, which was alleged to have influenced the results of the 2016 elections.

The plethora of scandals that involve Facebook app becomes a problem for the company as the current branding makes it hard for people to distinguish one from the other. Because of the taint on Facebook’s name, other company-owned apps became affected by its bad reputation.

Lucio told Bloomberg that the company has even considered changing the company name altogether. However, he said that executives voted against the idea. One of the reasons why the company decided to keep its name is to avoid being seen as a company that hides from its problems.

Instead, Lucio added, the company hopes that the rebrand could help Facebook app be positively associated with other goodwill apps in the company’s inventory like Instagram and WhatsApp.

“This brand change is a way to better communicate our ownership structure to the people and businesses who use our services to connect, share, build community, and grow their audiences,” Lucio highlights in the blog post.

Edited: 11/05/2019 1:24 PM GMT+8

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