Facebook, the ultimate social network, sports a rounder and slimmer version of its logo. Designed by Facebook’s in-house team and Process Type Foundry’s Eric Olson, the new logo softens the curves of its letters and increases the white space.
Experts note that the typeface is easier to read on mobile devices, a clear nod to the direction in which social networking is going. Facebook creative director Josh Higgins commented on the motivation for the tweak:
“When Facebook’s logo was first created in 2005, the company was just getting started and we wanted the logo to feel grown up and to be taken seriously. Now that we are established, we set out to modernize the logo to make it feel more friendly and approachable. While we explored many directions, ultimately we decided that we only needed an update, and not a full redesign. We worked with Eric Olson — whose typeface Klavika was used in the original logo—and developed a custom typeface to reflect where we are now and where we are headed.”