Facebook's new logo is as generic as the company isn't


For a company that has used the motto, “Move fast and break things” to describe its business philosophy, Facebook is dialing things down a bit with regards to its new, very simple-looking logo and brand.

Monday morning, Facebook revealed a new logo that the company’s Chief Marketing Officer, Antonio Lucio, said in a statement would provide “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.” And in order to do that, Facebook is going about as minimalist as possible with the look of its new brand.

The new logo and brand spell out the Facebook name in a simple, all-caps font against a white background. But, that’s not all. The logo also cycles through a set of different colors. Why just have one color of font when you can use what looks like all the colors of the rainbow to tell the world who you are?

Lucio also said that the new logo was “designed for clarity” as Facebook is “further distinguishing the Facebook company from the Facebook app, which will keep its own branding.” Lucio said the new brand is an extension of Facebook adding the words “from Facebook” within products such as Instagram and WhatsApp in order to be clearer to it is users about which of their Facebook-owned properties use “shared infrastructure” behind the scenes.



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