Facebook rebrands as Meta to usher in “new chapter”

Amid heightened public scrutiny, Facebook has introduced Meta to house its apps and hint at the future of the much-discussed metaverse.

Facebook has rebranded as Meta, a move which brings its apps which include WhatsApp and Instagram under a new corporate brand.

The change in name is an attempt to match the company’s future ambitions, according to Meta CEO Mark Zuckerberg. “Right now our brand is so tightly linked to one product that it can’t possibly represent everything we’re doing today, let alone in the future,” he says.

Courtesy of Meta

The identity was designed in-house by the company’s brand and product teams. The name of the Facebook social platform will not change.

“We chose ‘Meta’ because it can mean ‘beyond’,” the design team explains, referring to the word’s Greek origins. “For our company, Meta is a reminder that there is always more to build.”

The new logo has been crafted to “live in motion and 3D” as well as 2D contexts, the team says. It has been designed as a single, continuous line using Quest – Meta’s own virtual reality technology.

The symbol resembles both an ‘m’ and also an infinity sign, while blue has been retained from Facebook’s previous corporate identity.

The logo “is designed to be experienced from different perspectives and interacted with”, the design team says, while also “symbolising infinite horizons in the metaverse”.

The designers say that the new logo can “take on infinite textures, colours and movements, capturing the creativity and imagination of a 3D world”. In a series of 3D visualisations, the new logo is shown in pixelated form as well as breaking up into different shapes.

The new wordmark has been created in an attempt to suit Facebook’s wide-ranging products, according to the in-house team. It uses the company’s own typeface, which was revealed in 2019.

What is the metaverse?

A view of the metaverse. Courtesy of Meta

Although definitions vary, the metaverse is broadly considered to be the next generation of the internet and how it intersects with virtual spaces and products.

The name Meta ties into the metaverse, which is a crucial element of the company’s future according to Zuckerberg.

In his founder’s letter, the CEO says the metaverse will be the “next chapter” of both the company and the internet. “The next platform will be even more immersive – an embodied internet where you’re in the experience, not just looking at it,” he says. “We call this the metaverse, and it will touch every product we build.”

What gaming might look like in the metaverse. Courtesy of Meta

The metaverse will seek to make the way we socialise and work online more immersive, he explains. In a video which attempts to visualise how the metaverse will work, Zuckerberg shows how these immersive spaces can be accessed through headsets or tech-enabled glasses.

“The defining quality of the metaverse will be a feeling of presence – like you are right there with another person or in another place,” he adds.

While Zuckerberg himself admits that these spaces are still in the future, designers have been exploring this technology in recent years, from working together and even sketching together in VR.

The future of Facebook

The rebrand comes at a time of heightened media scrutiny for the tech company. Whistleblower Frances Haugen has been testifying before the US Congress about Facebook’s policies, including its impact of young people and how it deals with misinformation.

Facebook’s previous corporate identity was designed by consultancy Saffron and type foundry Dalton Maag in 2019.

Google made a similar rebranding effort in 2015, when it revealed the umbrella corporate identity Alphabet which houses its sub brands, including the Google search platform.

What do you think of Facebook’s rebrand? Let us know in the comments below. 

Hide Comments (7)Show Comments (7)
  • Garech Stone October 29, 2021 at 11:53 am

    Whilst branding experts and Daily Mail readers will critique the blandness of Facebook’s new name and logo – no one will discuss the company’s mass surveillance, censorship policies, abuse of its monopoly and tax avoidance.

  • Neil Littman November 1, 2021 at 8:05 am

    Why do I think I have seen that logo before? Can anyone else identify where? Otherwise, this looks like an overhaul to save the companies reputation and also makes sense to have the main name different if Facebook is now really a sub-brand. On the other hand, so many I know are saying it is a much less relevant platform than before. I think it depends on so many factors. I still like it and use it every day.

  • Garech Stone November 1, 2021 at 8:35 am

    Whilst branding experts and Daily Mail readers will critique Facebook’s new name and logo – no one will discuss the company’s mass surveillance, censorship policies, abuse of its monopoly and tax avoidance.

  • Sam Barone November 1, 2021 at 9:14 pm

    The name may have changed, but as MAD used to say, it’s still “the usual gang of idiots.”

  • Carl St. James November 4, 2021 at 9:40 am

    I think of the old Microsoft Visual Studio logo whenever I see it. Then again a blue loop is so generic that it could be a lot of other things too.

  • leland November 4, 2021 at 11:34 am

    this is very good smiley face

  • John Flo November 8, 2021 at 10:56 pm

    The Symbol of Infinity ready to be filled with Bullshit!

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