Facebook, the US$550 billion company, is trying to distinguish itself from the social media app that shares its name — starting with a new logo which was unveiled today.
Antonio Lucio, Facebook’s newish CMO, flagged the move earlier this year during a session at Advertising Week in Sydney, where the corporate identity would do the heavy lifting to rebuild trust following a prolonged period of scandals.
“We need to create that corporate persona that owns the responsibility part of the narrative, which is improving across the four dimensions of election interference, fake news, data management and privacy,” Lucio said.
In a blog post published today Lucio wrote, “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 the parent company will use its own typography and capitalisation to differentiate it from the app which keeps its lowercase ‘f’ logo.
The company will also introduce its branding to the wider family of products, to ensure users know that Instagram and Whatsapp are owned by all-caps Facebook.
“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,” Lucio wrote.
“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.”