Spot anything else completely different about facebook’s brand this morning? presumably not, if all you saw was the long-lasting “f” favicon while you logged on.

The social community just unveiled a rounder, trimmed-down model of its brand. the most obvious tweak is that the previous double-story “a” is now a single-story “a.”

Designed with the aid of fb’s in-home workforce and process sort Foundry’s Eric Olson, the new brand softens the curves of its letters and adds a bit extra white space between them. It certainly appears to be like totally different, but it’s no longer a stark departure from the earlier logo, which facebook has sported for the earlier 10 years. the new incarnation does, alternatively, speak to the higher shift to cell that facebook and other corporations have undergone up to now decade. Siegel+Gale CCO Howard Belk informed the Wall boulevard Journal that the brand exchange is more smartphone-pleasant and easier to learn on cellular displays.

In a statement acquired by means of model New, facebook creative director Josh Higgins explained the impetus at the back of the facelift:

When fb’s emblem was first created in 2005, the company used to be simply getting began and we wished the logo to really feel grown up and to be taken significantly. Now that we are based, we set out to modernize the brand to make it really feel more pleasant and approachable. whereas we explored many guidance, indirectly we made up our minds that we only wanted an replace, and now not a full redesign. We labored with Eric Olson—whose typeface Klavika was once used within the original brand—and developed a custom typeface to mirror where we at the moment are and where we’re headed.

[via brand New]