It seems like forever since Facebook was a darling social media startup, aiming to connect college students across the country. Now amidst a sea of data breach scandals, privacy controversies, and antitrust investigations, Facebook has fallen out of society’s good graces. The company has become another “evil empire”, with Business Insider even ranking it as having one of the worst brand reputations in America. So what do you do when you’re public image is in the sh*ts? Rebrand.
Facebook recently announced that it has changed its corporate brand to FACEBOOK. A relatively minimal effort, capitalizing all letters and using a new font style. The company believes that subtle changes can create distinction between its social media site and company, while recalibrating its brand perception in people’s minds (and hearts).
“The new branding was designed for clarity, and uses custom typography and capitalization to create visual distinction between the company and app,” Facebook said.”The brand system was born out of a commitment to be clear, empathetic and create space for people’s stories to shine through.”
The rebrand will be most visible on FACEBOOK’s other platforms, including Messenger, Instagram and WhatsApp, which will now feature a “from FACEBOOK” under their names. I could see the potential strategy in this distinction
- Facebook, the social media platform, is the dumpster fire for all the bad press, so creating a separation from the bigger parent company FACEBOOK is an attempt to create space from the negativity
- Supposedly Facebook CEO Mark Zuckerberg was unsatisfied with the credit Facebook was getting for owning Instagram and WhatsApp. A recent study found only 29% of Americans correctly named the 2 as companies owned by Facebook. The “from FACEBOOK” will now make sure you know who big poppa is.
- Facebook is the evil entity, while Instagram and WhatsApp are still beloved. By associating the company FACEBOOK with the other business lines, it could maybe repair that tarnished brand reputation.
However overall, the effort seems super lazy and narcissistic. An introduction of a new logo which probably took 2 minutes to create still doesn’t throw all the heavy negative baggage away. Your ex significant other who you had a messy breakup with can change their name, but they’re still the same person at the core. The ideal ideal goals for any rebrand is to restore trust and regain credibility, something that FACEBOOK desperately needs. The social media site Facebook lost 15 million users over the last 2 years and continues to decline. A rebrand goes beyond just a logo, it requires a cultural overhaul, a product tweak, and especially reengagement with consumers.