Facebook has introduced the first phase of a refreshed visual identity system. Described as a collaborative effort between departments, the new look centers on a more vibrant blue logo along with an updated color palette, typography, and iconography — all aimed, says Meta, at enhancing the user experience. The company’s core blue color has been deepened to provide a stronger contrast for the iconic ‘f’ icon.
Says Facebook Director of Design Dave Nguyen: “The goal of our work was to expand upon our foundation and create the defining mark of our brand that anchors the identity system across Facebook. We wanted to ensure that the refreshed logo felt familiar, yet dynamic, polished and elegant in execution. We wanted to ensure that the refreshed logo felt familiar, yet dynamic, polished and elegant in execution.”
Other refreshes: gradients have been eliminated; the company’s bespoke typeface, Facebook Sans, is used more consistently to improve overall legibility and cohesion; a revamped color palette includes new hues and tones; the iconography system has been redrawn to better scale; and “reactions” now have more emotion and dimensionality.
States Meta in a news release: “There were 3 key drivers behind the evolution of our brand identity design: elevate the most iconic elements of our brand to create a distinctive, refreshed Facebook; unify how the Facebook brand comes to life across product-to-marketing experiences; create an expansive set of colors — anchored in our core blue — that is comprehensive and vibrant, and also designed to be more accessible for people.”
Early criticism on social media (of course) revolves around the subtlety of the changes and whether anyone will actually notice.