New Facebook logo signals merging of its properties

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Meanwhile, the Facebook app will retain its own branding.

On November 4, Facebook separated its parental corporate entity from its ubiquitous social network app and service, creating a new (and boring) logo that will identify all Facebook-owned properties.

The new corporate logo "is a way to better communicate our ownership structure to the people and businesses who use our services to connect", Lucio added.

In June, for example, it began including "from Facebook" within Instagram, WhatsApp and its other various apps.

In a major change to its visual identity, Facebook has introduced a new company logo with simple bold, capitalised text that will be used across its portfolio of apps. "These apps and technologies have shared infrastructure for years and the teams behind them frequently work together", Lucio wrote.

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It's part of what Facebook says is a push to clarify to people that the social networking behemoth is actually behind products they engage with every day.

It's a legitimate concern.

Keeping a brisk pace in its eternal quest to be as headache-inducing as possible, Facebook announced on Monday that it has rebranded as FACEBOOK.

The new branding, basically the company name in crisp lettering, will be stamped on its "family" of offerings including WhatsApp, Messenger, Instagram, Oculus, Workplace, Portal and Calibra, according to chief marketing officer Antonio Lucio.

"Today, we're updating our company branding to be clearer about the products that come from Facebook". In the meantime, Facebook has also launched products like its Portal video conferencing smart displays, which also use the "from Facebook" branding.

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