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Facebook creates company identity, separate from the Facebook app

Facebook will start using the new brand within its products and marketing materials, including a new company website

Facebook, which started as a single app 15 years ago, now offers a suite of products that help people connect to their friends and family, find communities and grow businesses.

The social media giant has introduced a new company identity to be clearer about the products that come from Facebook.

“We’re introducing a new company logo and further distinguishing the Facebook company from the Facebook app, which will keep its own branding,” said Antonio Lucio, Chief Marketing Officer, Facebook.

The new branding was designed for clarity, and uses custom typography and capitalisation to create visual distinction between the company and app.

Lucio wrote in his blog that people should know which companies make the products they use. “Our main services include the Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra. These apps and technologies have shared infrastructure for years and the teams behind them frequently work together,” he said.

“We started being clearer about the products and services that are part of Facebook years ago, adding a company endorsement to products like Oculus, Workplace and Portal. And in June we began including “from Facebook” within all our apps. Over the coming weeks, we will start using the new brand within our products and marketing materials, including a new company website,” Lucio added.

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