# Facebook new logo (2019) > Facebook launched a new logo on 4 Nov 2019, designed by Facebook in-house and Dalton Maag. Nov 2019: the company, previously represented by the app's white lowercase 'facebook' on blue, got its first corporate wordmark, a wide-spaced all-caps 'Facebook' in custom rounded type that takes on each product's colour. ## Key facts - Brand: Facebook - Launched: 4 Nov 2019 - Studio: Facebook in-house and Dalton Maag - What changed: Nov 2019: the company, previously represented by the app's white lowercase 'facebook' on blue, got its first corporate wordmark, a wide-spaced all-caps 'Facebook' in custom rounded type that takes on each product's colour. - Why: Facebook introduced a company logo to create a visual distinction between the company and the Facebook app. - Industry: Consumer internet - Logos: https://rebrandlog.com/logos/facebook-company-2019/before.png (before), https://rebrandlog.com/logos/facebook-company-2019/after.svg (after) ## The rebrand, explained For fifteen years Facebook used its social network's wordmark to stand for the whole company. By 2019 the company also owned Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra, and on 4 November it introduced a separate corporate logo, CNBC and The Verge reported. The new mark is the word FACEBOOK in plain capitals, built from custom typography the company said was designed for clarity, with the aim of creating a visual distinction between the company and the app. It changes colour by context: blue for Facebook itself, green for WhatsApp, a pinkish tone for Instagram. It would appear in a 'from Facebook' line inside the other apps, in marketing, and on a new company website. Facebook's chief marketing officer wrote that people should know which companies make the products they use, and the company said the apps had shared infrastructure for years. The timing was not neutral. CNBC set the change against criticism over privacy, antitrust scrutiny, calls from politicians to break up the company, and a probe by 47 attorneys general. The Verge reported that the marketing chief told Bloomberg a new company name had been considered and rejected because Facebook did not want to look as if it were hiding from its problems, and that people liked Facebook more when they learned it made Instagram and WhatsApp. The Verge was blunt, calling the typeface bland and generic, the kind of thing that would fit on a credit card, and titling its piece with the sarcastic line that the logo would surely solve all of Facebook's problems. TechCrunch had the clearest read on motive. The chief marketing officer said the company had considered every option, including a new name, but kept Facebook to own its decisions and responsibilities. The paper trail ran back to June, when from Facebook tags began appearing in other apps, and to reports that Mark Zuckerberg felt the company was not getting credit for Instagram and WhatsApp. TechCrunch cited a Pew study finding only 29 per cent of Americans could name both as Facebook properties, and argued the acquisitions had been a brand lifeboat. Adding your name to the lifeboat is a curious strategy. The Guardian was openly sarcastic, framing it as Facebook the social network you hate against FACEBOOK the company you did not know you loved, and quoting the blog post's harmonised capital letters, clarity and openness, and a dynamic, empathetic colour palette that takes on the colour of its environment. Language like that invites the treatment. A logo cannot carry an argument about antitrust and privacy, and the louder a company describes its letterforms as open and empathetic, the more it sounds like it is answering a question nobody asked of the typeface. That critique lands. Spaced capitals with no character are a holding-company cliché, and the colour trick borrows warmth from sibling brands rather than earning any. The underlying idea, that the parent and the app needed different names on the door, was right, even if this mark was a timid way to say it. In short: A parent brand in plain capitals. ## Other rebrands of Facebook - [Facebook (2023)](https://rebrandlog.com/rebrand/facebook/) 20 Sep 2023 - [Facebook (2015)](https://rebrandlog.com/rebrand/facebook-2015/) Jul 2015 ## Sources - https://www.bbc.co.uk/news/business-50300142 - https://www.adweek.com/brand-marketing/facebooks-first-corporate-logo-is-all-about-differentiating-the-company-from-the-platform/ ## Cite this Rebrand Log, "Facebook new logo (2019)", https://rebrandlog.com/rebrand/facebook-company-2019/, last updated 2026-10-20.