If you’ve missed Facebook’s change of logo, you’re not the only one. For the largest social network whose every step is closely monitored by millions of eyes, it’s a move that went largely unnoticed.
And there’s a reason for that, as it is not really a new logo as much as it’s a subtle tweak of the original. It must be stated that the favicon – the “F” icon that usually represents Facebook – is still here, but that the custom typeface was rounded and slimmed down a bit so it can be easier to read on smaller devices.
To be frank, the changes resulted in something rather plain. But according to logo experts, that was the idea. Josh Higgins, Facebook’s creative director, explained that the subtle update was meant to make the social network’s logo “more friendly and approachable.”
Basically, Facebook looked for ways its logo would work best on mobile, which is where technology is focused nowadays. And it’s long past due, as this is the first update the logo has had in 10 years. The concept of a new wordmark started gaining traction in 2013, but the actual roll out happened this past Tuesday.
Back in 2005, when the original logo was designed, the idea of squared-off letters with thicker strokes was perfectly visible for the desktop world we used to live in. But as technology made its way into our pockets via mobile, the company needed to update the dark, compact logo as to reflect the entirety of what Facebook means now.
As a matter of fact, Facebook’s in-house designers have been focusing on how to make sure the current brand identity is consistent across all the sub-products the company has released in the meantime.
The new logo falls in line with Facebook’s efforts to trim its visual identity. There’s a whole story behind the changing of the ‘a’ letter and the paring down of the other letters, according to Eric Olson, creator of both the original typeface and the slightly refreshed logo. The end target, however, was to make the entire logo friendlier by sending out a sense of sociability.
Making the logo simpler – or keeping it that way – might also have to do with Facebook’s attempt of appealing to such a large market. With 500 million accounts, the tech company had to keep in mind they’re not addressing just to younger generations who are more appealed by personality-based logos.
In the end, the change represents a clear understanding that the overwhelming majority of those users access the site via digital backlit screen, most of which are small. And that’s exactly the strategy Facebook should be adopting in the mobile age.
Image Source: CNN Philippines
John Birks
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