Facebook unveils new logo in a bid to differentiate parent company from the app

Facebook has revealed a new company brand for its business which will be displayed across its suite of products. The new logo, which shows very simple, clean font bearing the word ‘Facebook’ is for the parent company, sitting above products including the Facebook app, Instagram and WhatsApp.

The Facebook app will keep its current branding. The plan is to better differentiate the various aspects of the tech giant and step away from the ongoing association between the company and the app.

The new Facebook logo will display in a different colour depending on which app a user is accessing

In a post to Facebook’s corporate blog, the company’s global chief marketing officer, Antonio Lucio, reiterated the main focus of the logo – to change how people view the Facebook parent company.

“The new branding was designed for clarity, and uses custom typography and capitalisation to create visual distinction between the company and app,” said Lucio.

The branding will display on Facebook’s main services including the Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra. The decision to refresh the logo comes as Facebook faces seemingly non-stop controversy regarding the way it works with other businesses and its consumer offering. A colour gradient for the logo will differentiate the way it is used across each app.

Bloomberg reports a name change was considered, but the decision was made instead to replace the logo. The new Facebook logo will be used in the “from Facebook” inclusion that is rolling out across its platforms.

Instagram with the new Facebook logo [Click to enlarge]

“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.”

Facebook is trying to move away from the association between its app and its parent company with the new logo

In just the past week, Facebook has faced more criticism on its policy for political advertising, answered to questions about its decision to include right-wing news outlet Breitbart on its Facebook News platform, and announced an, already highly criticised, entrance into healthcare.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.