What once was the Facebook, then Facebook, is now…FACEBOOK

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Facebook introduced a company rebranding on Monday in an attempt to distinguish the business from the social network.

Antonio Lucio, Facebooks Chief Marketing Officer, revealed in a blog post the new logo that will represent the company. The logo for Facebook the social media app will remain the same.

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The new branding wasdesigned for clarity, and uses custom typography and capitalization to create visual distinction between the company and app,Lucio writes.

Facebook

Aside from the font change and capitalization, Facebook also notes that the new logo will change colors depending on where its used.

Instead of the company owning a single color, we designed the brand to be responsive to its context and environment, the company wrote. This system allows the wordmark to take on the color of our individual brands, creating a clearer relationship between the company and the products we build.

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The rebranding is also part of Facebooks effort to let users know which apps it owns. Everything from the Facebook app to Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal, and Calibra will soon include at least a small reference to the uppercase Facebook logo.

This brand change is a way to better communicate our ownership structure to the people and businesses who use our services to connect, share, build community, and grow their audiences, Facebook says.

Facebook

On top of placing the new logo inside its family of apps, Facebook admitted earlier this year that it would be forcing employees of those apps to transition their internal email addresses away from@instagram.com, @whatsapp.com, and @oculus.com and to @fb.com instead.

Facebook CEO Mark Zuckerberg has also beenattemptingin recent months to fix the companys battered public image by claiming that the company is now centered around user privacy.

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Despite the companys latest attempt at quasi-transparency, everyone from Facebook co-founder Chris HughestoSen. Elizabeth Warren (D-Mass.) have called for the tech giant to be broken up.

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