Meta has refreshed Facebook’s brand, seeking to boost its most distinctive brand elements, to unify its identity across brand and marketing with a greater focus on accessibility.
The redesign was led by Meta’s in-house design team and used a custom Facebook Sans typeface to redraw Facebook’s existing wordmark and logo to create a consistent treatment and improve overall legibility.
“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. These subtle, but significant changes allowed us to achieve optical balance with a sense of forward movement,” said Dave Nguyen, Facebook director of design.
The brand’s distinctive blue has been retained but reimagined to be more visually accessible in the app and provide a stronger contrast to the “f”. A broader spectrum of blue forms the secondary colour palette, helping the brand stand out in both marketing and the app itself.
The design team has also reimagined the reactions icons that let users interact with posts, comments, or stories. The entire iconography system has been rebuilt so that the colours meet accessibility guidance and the iconography is legible at any size.
“Through our expanded colour palette, we were able to evoke more dimensionality and emotion in Reactions. We adjusted colours to meet colour accessibility guidance so that our iconography is legible at any size, flexible enough for different needs and easy for people to interact with. Leaving no pixel unturned, we rebuilt the entire iconography system so that it scales with a wide range of expressions across each moment within the app,” wrote Tagu Kato, VP, head of design, Facebook.
“Strong integration and partnership between product, brand strategy, brand design and engineering have been the key to driving cohesion across the entire design system,” added May Hartono, Meta director of design.
The initial release of design updates to the app includes Facebook’s redesigned logo and wordmark the updated colour palette, Reactions, typography and iconography. Meta has promised that more updates will be rolled out in to Facebook’s look and feel.
