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 effort to identify the company from its familiar app and website.


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


The main Facebook app and site will maintain its familiar blue branding.


The new logo design, which remains in capital letters, utilizes "custom-made typography" and "rounded corners" so the business's other products and app look various.


The branding also appears in various colours depending upon which product it represents. So, for example, it will be green for WhatsApp.


"We desired the brand name to link thoughtfully with the world and individuals in it," Facebook said. "The vibrant colour system does this by handling the colour of its environment."


Facebook's chief marketing officer Antonio Lucio stated: "People should know which companies make the items they use. We began being clearer about the services and products that belong to Facebook years earlier.


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


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US Senator Elizabeth Warren has said she wants to break up the huge tech companies such as Facebook, Amazon and Google and put them under harder policy.


This plan may be viewed as Facebook's way of countering, although Ms Warren - posting on Facebook - said: "Facebook can rebrand all they desire, but they can't conceal the reality that they are too big and effective. It's time to break up Big Tech."


Distancing the Facebook brand name - the blue app that's home to just about everybody, including your parents - from the trendier Instagram, a location for you and your buddies, has actually constantly made great business sense for Facebook.


And it apparently worked: when Pew researchers 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 modification?


It brings numerous benefits. Front of mind: the company is covering itself from allegations it hides how effective it really is by not making it absolutely clear they are behind most of the most significant apps in social networks.


And Facebook likewise desires to fend off efforts to break it up, by making the case that the company isn't simply a corporation of separate, distinct apps which could be quickly broken up by regulators. Instead, this rebranding argues the company is one big linked organism, called Facebook.


Facebook has actually come under criticism just recently over a range of issues.


Its manager Mark Zuckerberg needed to deal with US lawmakers last month to describe the business's policy on not fact-checking political adverts.


He also had to protect prepare for a digital currency, talk about the social media network's failure to stop child exploitation on the network, and was quizzed over the Cambridge Analytica data scandal.


Earlier in the year, Mr Zuckerberg stated the company was going to make modifications to its social platforms to enhance personal privacy.


These included messages sent via Messenger being end-to-end encrypted, and hiding the number of likes an Instagram post gets from everyone however the person who shared it.


Does rebranding always work?


Several other big companies have attempted rebranding in the past:


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


In the exact same year, Royal Mail rebranded as Consignia, just to switch 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 market and its share rate has actually continued to rise


The moms and dad business 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 of the group".


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


Manfred Abraham, chief executive of consultancy Brandcap, told the BBC: "I'm sure this will be an effective move for Facebook. After all, the parent brand name remains strong, despite recent troubles, and advising consumers that Instagram etc are all Facebook companies will assist with cross-membership.


"The rebrand is unsurprising as it is following a pattern - that of simplification. Many organisations are selecting a strong, however pared-back visual recognize and are shaking off 'flair' in favour of plain."


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


"Facebook's main website does not need a rebrand. The old expression is true: if it ain't broke don't fix it."