Today, Facebook has unveiled its new logo that attempts to clearly distinguish between the company company and Facebook the social media service that Facebook owns. In addition, it continues to push more of its brand on apps, such as Instagram and WhatsApp, by branding Facebook ownership in a more conspicuous way. We thought the company had already made things pretty clear when it re-branded earlier this year, but clearly that was just the beginning.

The first big change Facebook is making is the company's logo, seen here on the left.

Facebook says the company logo "was designed for clarity, and uses custom typography and capital letters to create a visual distinction between the company and the app." Needless to say, the company says that the soft corners of each letter and diagonal give a sense of optimism and explains how all these changes put together represent the three basic design behavior goals: clarity, empathy and creating space.

Next up are the changes in the brand of the app later coming to Instagram and WhatsApp.

The company says this is "a way to better communicate our ownership structure to the people and businesses that use our services to connect, share, build community and expand the audience." This move makes sense as only 29% of US adults surveyed this summer knew that both WhatsApp and Instagram were owned by Facebook. Looking at how Facebook has been under great scrutiny and is under investigation for its privacy and data breach, but we wonder if this move can actually backfire by encouraging more users to avoid these apps.

Finally, there is the new color-changing aspect of the logo that Facebook says represents the company's empathy – to be thoughtful about the world and the people in it and to create a relationship between the Facebook company and the products it builds. The blue represents social networking services on Facebook, the green is WhatsApp, and the red and orange are for Instagram.

The company plans to use the new logos on products and marketing materials in the coming weeks.

Alternative title : Facebook rebrands as Facebook by FACEBOOK. [19659010]
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