Facebook or FACEBOOK, problems remain

Since last week, Facebook the company has adopted a new logo by changing the typography and is now FACEBOOK. But, the adoption of a new logo is unlikely to make the slew of problems stalking FACEBOOK go away.

Facebook has always used its social network’s word mark to represent the company as a whole. But 15 years since its founding, Facebook is now a far more expanded parent brand, owning Instagram, Whatsapp and many others, so the company apparently felt it was necessary to distinguish itself from the social network it was built upon.The ‘from FACEBOOK’ logo is reportedly going to roll out in the coming weeks within Facebook’s other products and marketing materials.

Facebook says the goal of including “from Facebook” is to let people know that its apps have “shared infrastructure” and rely on many of the same teams. “People should know which companies make the products they use,” writes Antonio Lucio, Facebook’s chief marketing officer.

At the same time, the new logo feels like it might also be an attempt to keep Facebook’s different brands a little bit more distinct amid almost nonstop controversy. The different logos seem to say that Facebook the company is not entirely defined by Facebook the social network — they just happen to share the same name and controlling interests.

There were rumors that Facebook was planning to completely change the company’s name, but probably decided against such a move for fear of appearing to hide from its problems. Instead, the rebranding is more likely an attempt to shade Facebook with some of the goodwill associated with its other brands. However, it is also likely that attaching the ‘from FACEBOOK’ to other subsidiaries could tarnish the image of the other brands.