fb unveiled a new brand this week, making a subtle tweak that you most likely haven’t noticed.

you can find the change by way of comparing the logos above; the brand new version is on the best. Most particularly the “a” is now single story and rounder. total, the letters are somewhat thinner and are spark off through extra white space.

The alternate is an try to modernize the logo, fb creative director Josh Higgins mentioned. In 2005 when facebook’s authentic emblem was created, the young, upstart firm needed to sign that it was once critical and grown up. “Now that we are dependent, we got down to modernize the brand to make it really feel extra friendly and approachable,” Higgins said in an emailed commentary.

Working with Eric Olson, whose Klavika typeface used to be used for the unique brand, facebook developed the new customized typeface “to reflect where we are now and where we’re headed.” instead of a single platform, facebook is now an umbrella organisation that owns Instagram, WhatsApp and Oculus, and the brand new brand will plant the facebook flag over all those homes in addition to fb campuses worldwide.

The fb favicon logo (the “f” that appears in the upper left corner of the social community on the internet) is unchanged.

the brand new typeface is also designed to appear extra certainly on smartphones. the original used to be designed within the laptop era and regarded fuzzy and no more legible on the backlit screens of cell units, in line with Howard Belk, chief creative officer at branding company Siegel+Gale. facebook, after all, has develop into a mobile first company with 87% of its 1.44 billion month-to-month energetic customers viewing the community on telephones in the first quarter, up from 79% the 12 months ahead of. the corporate additionally earned seventy three% of its advert earnings from cellular within the quarter.

“It’s a utility driven exchange, clearly to optimize the logotype for cell devices, which is truly key to fb’s business technique,” Belk told Wired. “They’re recognizing that the overwhelming majority of people see [the site] on a digital backlit display, and most of those screens are small.”

concerning the creator

Martin Beck

Martin Beck is third Door Media’s Social Media Reporter, covering the most recent news for advertising Land and Search Engine Land. He spent 24 years with the los angeles times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the college of Missouri journalism faculty, Beck began began his career on the times as a sportswriter and copy editor. observe Martin on Twitter (@MartinBeck), facebook and/or Google+.

(Some pictures used underneath license from Shutterstock.com.)