Wall Street Journal – Blink and you’ll miss the tweak Facebook is making to its logo Tuesday.
The letters are thinner. There’s more white space. The “a” is rounded off.
Still, the update subtly hints at a much larger shift within the company.
“This is actually a huge change and it’s much more than the ‘a,’ ” said Howard Belk, co-chief executive and chief creative officer of Siegel+Gale, a branding firm that’s part of Omnicom Group. “It’s driven by mobile.”
Facebook’s old logo was created in 2005 when the then-nascent social network was anxious to find its footing. The result: a strong, squared-off typeface well-suited for desktops and designed to look grown up.
Since then, Facebook has evolved from scrappy startup to sprawling public company that also operates mobile apps such as Instagram and WhatsApp.
“Now that we are established, we set out to modernize the logo to make it feel more friendly and approachable,” Facebook creative director Josh Higgins said in a statement.
The tweaks also reflect the growing importance of smartphone users to Facebook’s bottom line. Facebook’s new logo loses some of its old character, but it’s more smartphone friendly, Belk said. The back-lit glow of a smartphone makes letters look fuzzy and less legible, so clear lettering with more white space looks better.
Belk said his firm advises clients to adapt their branding to where people will see it. “More and more, it’s in the palm of their hands,” he said.
About 1.44 billion people visit Facebook every month, increasingly from mobile phones. In the first quarter, 87% of the social network’s monthly active users checked Facebook from their phones, up from 79% the year earlier. In 2014, mobile advertising revenue accounted for about 65% of Facebook’s total ad revenue, up from 45% in 2013.
Facebook is updating its corporate logo throughout its offices. The “f” logo in the upper corner of Facebook’s website – known as the favicon – will be unchanged.
Image from Facebook via WSJ
Article be Deepa Seetharaman for WSJ
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