Facebook has started a process of aesthetic renewal of the brand: it starts from the logo, which now takes on a brighter blue shade to become “more daring, electric and eternal”, as Meta tells. “Each of the distinctive new refinements results in greater harmony across the entire design as a key element of the app’s identity.” The first phase of the update concerns logo and word mark, color palette, reactions, typography and iconography.
Blue is more pronounced and has been “designed to be more visually accessible in our app and provide stronger contrast for the ‘f’ to stand out.” A seemingly “subtle” but “significant” change, explains Meta Design Director Dave Nguyen. With the goal of creating a more consistent brand and platform identity.
The typeface remains the same, or Facebook Sans, changes as mentioned the shade of blue with which the f is emphasized more in the classic white color. Meta has also developed a new color palette with new hues and contrasts “unique to the Facebook brand and optimized for accessibility.”
The deep tonal range of secondary blues allows for flexibility while providing balance as the sole expression of our brand identity.
Variations in the color palette allowed Meta’s designers to rework the reactions as well, adapting the colors to accessibility guidelines so that the iconography is legible in any size.
Leaving no stone unturned, we have rebuilt the entire iconographic system so that it adapts to a wide range of expressions at all times within the app.
