Facebook Changes Product Branding To FACEBOOK
5 November 2019
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Facebook is introducing brand-new branding for its product or services in an effort to distinguish the company from its familiar app and website.
Instagram and WhatsApp are among the services that will carry the brand-new FACEBOOK brand in the next few weeks.
The primary Facebook app and site will keep its familiar blue branding.
The brand-new logo design, which remains in capital letters, utilizes "custom typography" and "rounded corners" so the company's other products and app look different.
The branding also appears in various colours depending upon which item it represents. So, for example, it will be green for WhatsApp.
"We desired the brand name to connect attentively with the world and individuals in it," Facebook said. "The dynamic colour system does this by taking on the colour of its environment."
Facebook's chief marketing officer Antonio Lucio stated: "People should know which business make the products they utilize. We began being clearer about the services and products that are part of Facebook years earlier.
"This brand change is a way to much better interact our ownership structure to individuals and businesses who utilize our services to connect, share, construct community and grow their audiences."
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US Senator Elizabeth Warren has stated she desires to break up the huge tech business such as Facebook, Amazon and Google and put them under harder guideline.
This strategy may be seen as Facebook's method of countering, although Ms Warren - publishing on Facebook - said: " can rebrand all they want, but they can't hide the reality that they are too huge and powerful. It's time to break up Big Tech."
Distancing the Facebook brand - the blue app that's home to just about everybody, including your parents - from the trendier Instagram, a location for you and your pals, has constantly made great company sense for Facebook.
And it obviously worked: when Pew scientists asked research study individuals whether Facebook owned Instagram or WhatsApp, 49% of American grownups were "not sure".
So why would Facebook make this change?
It brings a number of advantages. Front of mind: the company is covering itself from allegations it hides how powerful it actually is by not making it definitely clear they are behind most of the most significant apps in social networks.
And Facebook also wishes to ward off efforts to break it up, by making the case that the company isn't just a corporation of separate, distinct apps which might be easily broken up by regulators. Instead, this rebranding argues the firm is one big connected organism, called Facebook.
Facebook has come under criticism just recently over a variety of issues.
Its boss Mark Zuckerberg had to deal with US lawmakers last month to explain the business's policy on not fact-checking political adverts.
He also had to defend plans for a digital currency, speak about the social media's failure to stop kid exploitation on the network, and was quizzed over the Cambridge Analytica data scandal.
Earlier in the year, Mr Zuckerberg stated the company was going to make modifications to its social platforms to enhance personal privacy.
These consisted of messages sent via Messenger being end-to-end encrypted, and concealing the variety of likes an Instagram post receives from everyone however the person who shared it.
Does rebranding always work?
Several other huge companies have actually attempted rebranding in the past:
In 2001, British Airways turned tail on its plans to remove the red, white and blue Union flag from its aircraft and replace it with "world images"
In the same year, Royal Mail rebranded as Consignia, only to switch back again a year later on
Dunkin' Donuts dropped the "Donuts" from its name in 2015 to attempt to move more into the coffee industry and its share price has actually continued to increase
The moms and dad company of Paddy Power and Betfair started trading under the brand-new name Flutter Entertainment in May this year. It stated the new name "better reflected the diversity of the group".
'If it ain't broke, do not repair it'
Manfred Abraham, primary executive of consultancy Brandcap, informed the BBC: "I make sure this will be a successful relocation for Facebook. After all, the parent brand stays strong, in spite of current problems, and reminding customers that Instagram etc are all Facebook business will assist with cross-membership.
"The rebrand is unsurprising as it is following a pattern - that of simplification. Many organisations are selecting a strong, however pared-back visual identify and are shrugging off 'style' in favour of plain."
However, Mr Abraham believed Facebook was appropriate to leave the logo design on its flagship social networks platform as it is.
"Facebook's primary site does not require a rebrand. The old expression holds true: if it ain't broke don't fix it."