The year was 2005 when “The Facebook” landed on the Interwebs, forcing all of us to stalk our exes and try to figure out how all of our old friends ended up.
There really hasn’t been a serious need for branding because the company took off with an original logo designed by Joe Kral and Cuban Council. The font is called Klavika, and it was unheard of in design circles at the time. The logo and typeset stood out in the crowd, got folks’ attention and became synonymous with Zuckerberg’s creation.
But, that was then…and this is now:
Not much to notice.
Thanks to Brand New, you can see that the changes are minimal, which means the PR hasn’t been that exciting either. Here is what the experts are saying:
There are multiple changes that, although perhaps considered subtle by the Facebook team, heavily affect the appearance of the new wordmark. The double-story “a” has been changed to a single-story. The “o”s and “e” are rounder, and the “b” has a more traditional stem. In essence, this is a perfectly acceptable wordmark, a kind of twenty-first-century Franklin Gothic for the millennial generation. It has a great rhythm, it’s perfectly crafted — although the left part of the “e” seems a tad heavy — and it’s very nicely kerned.
So why do it, when Facebook had to know there would be such limited fanfare?
“This is actually a huge change and it’s much more than the ‘a,’” Howard Belk, co-chief executive and chief creative officer of branding firm Siegel+Gale, told the Wall Street Journal. “It’s driven by mobile.”
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.
So, while you’re at the stop light today, enjoy logging into your Facebook profile via your phone and applaud how much clearer that letter “e” shows up when you type “Meh.”