Facebook reveals a stripped back new identity

Led by the social media behemoth’s in-house design team, the new look features a subtly refined logo and a colour palette that spans the full spectrum of blue

Facebook rebrand
Images courtesy Facebook/Meta

It’s been a busy year for branding in the world of social media. Following on from WhatsApp’s vibrant rebrand developed with Koto, the launch of Twitter rival Threads, and Elon Musk’s controversial decision to rename Twitter as X, Facebook has now unveiled a new look.

Led by parent company Meta’s in-house design team, the refreshed identity seeks to elevate the most distinctive elements of the existing Facebook brand, unify how its identity comes to life across both product and marketing, and place greater emphasis on accessibility.

Using custom typeface Facebook Sans, the design team redrew Facebook’s existing wordmark and logo to create a consistent treatment and improve overall legibility.

“We wanted to ensure that the refreshed logo felt familiar, yet dynamic, polished and elegant in execution. These subtle, but significant changes allowed us to achieve optical balance with a sense of forward movement,” says Dave Nguyen, Facebook director of design.

The brand’s longstanding core blue has been retained but reimagined to be more visually accessible in the app and provide a stronger contrast to the ‘f’. A broader spectrum of blue forms the secondary colour palette, helping the brand stand out in both marketing and the app itself.

The design team has also reimagined the reactions icons that allow users to interact with a post, comment, or story. The entire iconography system has been rebuilt so that the colours meet accessibility guidance and the iconography is legible at any size.

“Strong integration and partnership between product, brand strategy, brand design and engineering have been the key to driving cohesion across the entire design system,” says May Hartono, Meta director of design. “We look forward to continuing this collaboration and bringing the brand to life.”