Facebook Changes Product Branding To FACEBOOK

5 November 2019
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Facebook is presenting brand-new branding for its product or services in an effort to differentiate the business from its familiar app and site.


Instagram and WhatsApp are amongst the services that will bring the new FACEBOOK brand in the next couple of weeks.


The primary Facebook app and website will keep its familiar blue branding.


The new logo design, which remains in uppercase, utilizes "customized typography" and "rounded corners" so the business's other items and app look different.


The branding likewise appears in different colours depending upon which item it represents. So, for instance, it will be green for WhatsApp.


"We desired the brand name to link 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 said: "People should understand which companies make the products they use. We started being clearer about the items and services that belong to Facebook years earlier.


"This brand name change is a method to much better interact our ownership structure to the people and companies who use our services to connect, share, and grow their audiences."


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US Senator Elizabeth Warren has said she desires to break up the big tech companies such as Facebook, Amazon and Google and put them under tougher regulation.


This strategy might be viewed as Facebook's way of striking back, although Ms Warren - posting on Facebook - said: "Facebook can rebrand all they desire, but they can't hide the fact that they are too big and powerful. It's time to separate Big Tech."


Distancing the Facebook brand - the blue app that's home to almost everyone, including your parents - from the trendier Instagram, a place for you and your friends, has actually constantly made great company sense for Facebook.


And it obviously worked: when Pew scientists asked research study individuals whether or not Facebook owned Instagram or WhatsApp, 49% of American adults were "not exactly sure".


So why would Facebook make this change?


It brings several benefits. Front of mind: the company is covering itself from accusations it conceals how effective it actually is by not making it absolutely clear they are behind most of the most significant apps in social media.


And Facebook also wishes to ward off efforts to break it up, by making the case that the company isn't merely a conglomerate of separate, unique apps which might be quickly separated by regulators. Instead, this rebranding argues the company is one huge linked organism, called Facebook.


Facebook has actually come under criticism recently over a variety of concerns.


Its employer Mark Zuckerberg needed to face US legislators last month to explain the company's policy on not fact-checking political adverts.


He likewise had to safeguard prepare for a digital currency, talk about the social network's failure to stop kid exploitation on the network, and was quizzed over the Cambridge Analytica information scandal.


Earlier in the year, Mr Zuckerberg said the firm was going to make changes to its social platforms to boost privacy.


These consisted of messages sent out via Messenger being end-to-end encrypted, and hiding the number of likes an Instagram post receives from everybody however the individual who shared it.


Does rebranding always work?


Several other huge companies have tried rebranding in the past:


In 2001, British Airways turned tail on its plans to eliminate the red, white and blue Union flag from its airplane and change it with "world images"


In the very same year, Royal Mail rebranded as Consignia, only to swap back once again a year later on


Dunkin' Donuts dropped the "Donuts" from its name in 2015 to try to move more into the coffee industry and its share rate has actually continued to rise


The moms and dad company of Paddy Power and Betfair began trading under the brand-new name Flutter Entertainment in May this year. It stated the brand-new name "better showed the diversity of the group".


'If it ain't broke, do not fix it'


Manfred Abraham, president of consultancy Brandcap, told the BBC: "I make sure this will be an effective move for Facebook. After all, the parent brand name remains strong, in spite of current difficulties, and advising customers that Instagram etc are all Facebook companies will help with cross-membership.


"The rebrand is unsurprising as it is following a pattern - that of simplification. Many organisations are choosing a strong, but pared-back visual identify and are brushing 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 main site doesn't need a rebrand. The old saying is real: if it ain't broke don't repair it."