Facebook introduces new brands for its products and services in an effort to distinguish the company from its well-known app and website.
Instagram and WhatsApp are among the services that will carry the new FACEBOOK brand over the next few weeks.
The most important Facebook app and website will retain its well-known blue brand.
The new, capitalized logo uses "custom typography" and "rounded corners" to make the company's other products and app look different.
The brand also appears in different colors, depending on the product it represents. So, for example, it will be green for WhatsApp.
"We wanted the brand to get in touch with the world and the people in it," Facebook said. "The dynamic color system does this by taking on the color of the surroundings."
Facebook Marketing Manager Antonio Lucio said: "People should know which companies make the products they use. We started to be clearer about the products and services that were part of Facebook years ago.
" This brand change is a way to better communicate our ownership structure to the people and businesses that use our services to connect, share, build communities and expand the audience. "
United States Senator Elizabeth Warren has said she will break up major technology companies such as Facebook, Amazon and Google and put them under tougher regulation.
This plan can be seen as Facebook's way of fighting back, although Ms. Warren ̵[ads1]1; posting on Facebook – said, "Facebook can reorganize anything they want, but they can't hide that they are too big and powerful. It's time to break up Big Tech. "
Does rebranding always work?
Several other major companies have tried rebranding in the past:
- In 2001, British Airways turned its tail on plans to remove the red, white and blue Union flag from its aircraft and replace it with" world images "
- That same year, Royal Mail reclassified as Consignia, only to switch back a year later
- Dunkin & # 39; Donuts dropped" Donuts "from its name last year to try to move more into the coffee industry, and the stock price has continued to rise
- The parent company of Paddy Power and Betfair began trading under the new name Flutter Entertainment in May this year, saying the new name "better reflected the diversity of the group. "
Facebook has recently been criticized over a number of issues.
Chief Mark Zuckerberg had to meet with US lawmakers last month to explain the company's policy not to check political advertising.
He also had to finalize plans for a digital currency, talk about the social network's failure to stop child exploitation on the network, and questions were asked about the Cambridge Analytica data scandal.
Earlier this year, Zuckerberg said the company was making changes to its social platforms to improve
These include messages sent through Messenger that are encrypted from one end to the other, hiding the number of likes an Instagram post gets from everyone but the person who shared it.
& # 39; If it ainin & # 39 ; t broken, not fix it & # 39;
Manfred Abraham, chief executive of consulting firm Brandcap, told the BBC: "I'm sure this will be a successful grip for Facebook. After all, the parent brand is strong, despite recent problems, and reminding consumers that Instagram, etc. are all Facebook companies want to help with cross membership.
"Rebrand is not surprising because it follows a trend – simplification. Many organizations choose a strong but withdrawn visual identification and pull away" & # 39; favor & # 39; in favor of the ordinary. "
However, Abraham believed that Facebook was right to leave the logo on its flagship social media platform as it is.
"Facebook's main site does not need a reputation. The old adage is true: if it's not broken, don't fix it."