Social media leader, Facebook wants more people to know it owns Instagram, WhatsApp and Oculus while still maintaining a distinct identity for its main app. So today it launched a new capitalization and typography format for its company name, using all capital letters and a shifting color scheme that highlights Instagram’s purple gradient and WhatsApp’s green tint. The idea to change the corporate logo to a minimalist rendering of the Facebook name, a move the company said is meant to separate the wider corporation — and its subsidiariesfrom the core Facebook social network.
The tech giant writes
“People should know which companies make the products they use. Our main services include the Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra. These apps and technologies have shared infrastructure for years and the teams behind them frequently work together.
We started being clearer about the products and services that are part of Facebook years ago, adding a company endorsement to products like Oculus, Workplace and Portal. And in June we began including “from Facebook” within all our apps. Over the coming weeks, we will start using the new brand within our products and marketing materials, including a new company website.
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.”
The firm began its rebranding process in June, adding “from Facebook” taglines to its products. The Information reported Facebook CEO Mark Zuckerberg was unsatisfied with the credit it was getting for owning Instagram and WhatsApp.
“Over the coming weeks, we will start using the new brand within our products and marketing materials, including a new company website,” Its CMO Antonio Lucio writes. For example, the bolder “from FACEBOOK” branding will appear at the bottom of the Instagram login screen and settings menu. The firm previously used a blue or white lowercase “f” as a logo.