Facebook being more emphatic than ever in distinguishing the corporate entity from the apps

Whether it is Apple or Facebook, tech giants have never left any stone unturned when it comes to presenting their creativity. Facebook has once again left us in awe with its new corporate logo, an attempt to distinguish Facebook the company from the suite of apps it owns including Instagram, Whatsapp, Messenger, etc.

Each letter of the word ‘Facebook’ in its new logo has been capitalised and spaced apart from adjacent letters. Facebook CMO Antonio Lucio stated that it “was designed for clarity, and uses custom typography and capitalization to create a visual distinction between the company and app.” The company also added that the soft corners of the letters signify optimism and all the changes put together represent three foundational design behaviour goals: clarity, empathy, and creating space.

Various speculations have been drawn out of this recent move by Facebook. However considering the fact that not even 30 per cent of the US adults that have been surveyed this summer knew that WhatsApp and Instagram were owned by Facebook, the latter’s decision to give its company a voice and a narrative of its own makes sense.

There is the colour changing the aspect of the new logo which Facebook says represents the company’s empathy towards the apps on which it appears. The blue represents Facebook the social media site, the green is for Whatsapp and the red and orange are for Instagram.

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The need for the Facebook company to have its own voice was indeed dire because till now, most of the conversations it has with the world are through apps whether it is on its future plans on privacy or data management.

“It has become very important for us for transparency reasons and to make sure that everyone in the world knows that these apps are part of the Facebook family,” Lucio said.

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