Facebook Changes Product Branding To FACEBOOK

5 November 2019
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Facebook is introducing new branding for its product or services in an attempt to identify the company from its familiar app and site.


Instagram and WhatsApp are among the services that will carry the new FACEBOOK brand in the next few weeks.


The main Facebook app and website will retain its familiar blue branding.


The new logo, which is in uppercase, uses "custom typography" and "rounded corners" so the business's other items and app look various.


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


"We wanted the brand name to link attentively with the world and the people 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 stated: "People need to understand which companies make the items they utilize. We began being clearer about the product or services that become part of Facebook years earlier.


"This brand change is a way to much better interact our ownership structure to individuals and businesses who use our to connect, share, build neighborhood and grow their audiences."


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US Senator Elizabeth Warren has stated she wishes to separate the big tech business such as Facebook, Amazon and Google and put them under harder policy.


This plan might be seen as Facebook's method of hitting back, although Ms Warren - publishing on Facebook - said: "Facebook can rebrand all they desire, but they can't conceal the truth that they are too huge and powerful. It's time to break up Big Tech."


Distancing the Facebook brand name - the blue app that's home to simply about everybody, including your parents - from the trendier Instagram, a location for you and your buddies, has actually always made excellent 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 sure".


So why would Facebook make this modification?


It brings a number of advantages. Front of mind: the firm is covering itself from allegations it conceals how effective it really is by not making it definitely clear they are behind the majority of the most significant apps in social media.


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


Facebook has come under criticism recently over a range of problems.


Its boss Mark Zuckerberg needed to deal with US lawmakers last month to explain the company's policy on not fact-checking political adverts.


He also needed to protect strategies for a digital currency, discuss 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 stated the firm was going to make changes to its social platforms to enhance personal privacy.


These included messages sent through Messenger being end-to-end encrypted, and concealing the variety of likes an Instagram post receives from everybody but the individual who shared it.


Does rebranding always work?


Several other huge business have actually tried rebranding in the past:


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


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


Dunkin' Donuts dropped the "Donuts" from its name in 2015 to attempt to move more into the coffee industry and its share cost has actually continued to increase


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


'If it ain't broke, don't fix it'


Manfred Abraham, primary executive of consultancy Brandcap, told the BBC: "I make sure this will be an effective move for Facebook. After all, the parent brand name stays strong, despite current problems, and advising consumers that Instagram and so on 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 'flair' in favour of plain."


However, Mr Abraham thought Facebook was proper to leave the logo design on its flagship social media platform as it is.


"Facebook's primary site does not need a rebrand. The old adage is true: if it ain't broke do not fix it."