Facebook is a different company from when Mark Zuckerberg turned the company into a social network using borrowed code from the college directory company ConnectU. The company is changing due to the sluggish world economy, changing technology and people’s distrust of the Chinese Communist government.
Facebook’s new logo is a part of this change as well. It is simple, contemporary and simple to read. The font used in the logo is Helvetica Neue. The design was conceived by social networking veteran Martin Lindstrom and is highly aesthetic. The motto for the Facebook logo is: “Be yourself. It’s who you are.” The coat of arms portrays a simple shield with the emblem of the Facebook symbol on it. The turquoise veins seen above the shield and on the dotted horizontal bars show the user’s “heart center,” meaning people create connectedness through their shared interests.
“I wanted to make a logo that represents how you keep your identity while also having control over it,” Lindstrom said. “Be yourself. It’s who you are.”
Like everyone, I also had to do research on Mark Zuckerberg’s favorite foods. On his Instagram account, he tries to show off his favorite candy-like non-chocolate lollipops. One of the lines on the Facebook “Heart” logo features images of lollipops embedded into the reverse side of the logo. Many ad agencies use this design in the logo, which is why it makes sense for Facebook to adopt this combination of design elements.
As with most brands, design focuses on branding, which is the blend of design and communication (design is about the actual product) that attempts to build a connection with customers. The name Facebook also reflects the connectivity and creativity that is characteristic of the brand.
I asked Lindstrom if this perspective changed Facebook’s approach to marketing and communications.
“Facebook is definitely addressing social responsibility as part of its brand, starting with accountability for content. We looked at everything from how users are supposed to perceive things, privacy, being a good global citizen — all of that was vetted before we decided which logo and design was best,” Lindstrom said.
“We’ve seen how brands have lost their sense of identity and what makes them special. Even brands that used to own their spaces have lost their roots and identity. Facebook, the core of what they do, is self-referential. You feel it when you use Facebook, you feel like you can come to a mobile space to keep your identity,” he said.