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Facebook Getting a New Face

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As the government continues to struggle with whether Facebook (FB - Free Report) should be separated from all its parts, the company has taken another measure to ensure that it’s virtually impossible.

The first thing it did was to connect the resources and infrastructure backing the different parts. And now, it has a new logo that won’t just reflect its controversial social networking app, but also WhatsApp, Messenger, Instagram, Oculus, Workplace and Portal.

According to the announcement by chief marketing officer Antonio Lucio, Calibra will also carry the Facebook logo, in case you were doubting Facebook’s intention of grabbing your payments data (what with 100 independent partners and all). Of course, with PayPal (PYPL - Free Report) , eBay (EBAY - Free Report) , MasterCard (MA - Free Report) and Stripe exiting that arrangement, it’s beginning to look like a Facebook establishment after all, despite the company trying to convince us otherwise.

“This brand change is a way to better communicate our ownership structure to the people and businesses who use our services to connect, share, build community and grow their audiences,” Lucio said.

According to a company blog post, “We refined the brand system by working with designers across the company to ensure it performs in product, hardware, marketing and physical spaces.”

The Logo is basically Facebook’s name in the upper case (and other details to distinguish it from the app), with “subtle softening of corners and diagonals add[ing] a sense of optimism.” It also changes color depending on the service you’re using, which makes it seem all the more dynamic and flexible. While it looks clear enough in smaller sizes, Facebook has created an “FB” monogram in bold letters for small spaces, because many people refer to it as FB anyway.


Facebook shares carry a Zacks Rank #3. You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.


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