Facebook Changes Product Branding To FACEBOOK

5 November 2019
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Facebook is introducing new branding for its services and products in an attempt to distinguish the company 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 main Facebook app and website will retain its familiar blue branding.


The new logo, which remains in uppercase, uses "customized typography" and "rounded corners" so the company's other products and app look various.


The branding also appears in different colours depending upon which product it . So, for instance, it will be green for WhatsApp.


"We wanted the brand name to link attentively with the world and individuals in it," Facebook said. "The vibrant 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 business make the items they use. We began being clearer about the services and products that belong to Facebook years back.


"This brand change is a way to better interact our ownership structure to the individuals and companies who use our services to connect, share, construct neighborhood and grow their audiences."


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


This strategy might be viewed as Facebook's way of striking back, although Ms Warren - publishing on Facebook - said: "Facebook can rebrand all they want, however they can't hide the fact 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 almost everyone, including your moms and dads - from the trendier Instagram, a location for you and your buddies, has constantly made good business sense for Facebook.


And it apparently worked: when Pew researchers asked study individuals whether Facebook owned Instagram or WhatsApp, 49% of American grownups were "not sure".


So why would Facebook make this modification?


It brings several advantages. Front of mind: the company is covering itself from allegations it hides how powerful it actually is by not making it absolutely clear they lag most of the biggest apps in social networks.


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


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


Its employer Mark Zuckerberg needed to face US lawmakers last month to discuss the business's policy on not fact-checking political adverts.


He likewise had to protect prepare for a digital currency, talk about the social media 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 company was going to make changes to its social platforms to boost personal privacy.


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


Does rebranding constantly work?


Several other huge business have actually tried 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 change it with "world images"


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


Dunkin' Donuts dropped the "Donuts" from its name last year to attempt to move more into the coffee market and its share cost has 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 showed 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'm sure this will be a successful move for Facebook. After all, the moms and dad brand stays strong, in spite of current problems, and reminding customers that Instagram and so on are all Facebook business will help with cross-membership.


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


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


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