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Facebook launches a refreshed identity system; introduces new logo in first phase

Focussed on evolution, discoverability and visual accessibility, Facebook has gone ahead with the first phase of its new identity system rollout wherein it has introduced a new logo which puts ‘f’ in a stronger contrast, vibrant and expanded colour palette along with more dimensions and emotions in Reactions

With a focus on fostering effortless, self-initiated exploration and connection across every touchpoint, Meta’s social media and networking platform Facebook is rolling out a refreshed identity system to evolve and make it easier for people to discover more about the world around them via connecting with those who matter.

As per the Meta platform, the three drivers that drove this evolution in its brand identity include elevating the most iconic elements of the brand to create a distinct and refreshed Facebook, unifying how the brand comes to life across product-to-marketing experiences as well as creating an expansive set of colours that are designed to be more accessible for people.

In the first phase, Facebook has already rolled out a new logo- anchored in the brand’s core blue colour.

As per Tagu Kato, VP and Head of Design, Facebook, the brand’s intention for the new logo has been to create a refreshed design of the erstwhile Facebook logo that was bolder, electric and everlasting.

“Each of the distinctive, new refinements drives greater harmony across the entire design as a key element of the app’s identity. We’ve done this by incorporating a more confident expression of Facebook’s core blue colour that is built to be more visually accessible in our app and provides stronger contrast for the ‘f’ to stand apart,” Kato pointed out.

Adding to this, Dave N, Director of Design, Facebook, also said that because the brand wanted to ensure that the refreshed logo felt familiar yet dynamic, polished and elegant in execution, the subtle but significant changes allow Facebook to ‘achieve an optical balance with a sense of forward movement’.

Apart from the new logo, the Meta platform has also developed for itself, a new colour palette with a new set of hues, tones and contrast ratios that are optimised for accessibility and feel unique to the Facebook brand.

“Blue, unsurprisingly, remains the foundational colour, and pairs with our expanded spectrum to create stronger distinction for Facebook in marketing and when speaking to people in the app. The deep tonal range of secondary blues allows for flexibility while providing balance as a single expression of our brand identity,” Kato said.

Along with this, the brand has also leveraged the expanded colour palette to evoke more dimensionality and emotion in Reactions.

Kato also pointed out that Facebook adjusted its colours to meet colour accessibility guidance to ensure that the brand’s iconography is legible at any size and is flexible enough for different needs and easy for people to interact with.

“Leaving no pixel unturned, we rebuilt the entire iconography system so that it scales with a wide range of expressions across each moment within the app,” he added.


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