That’s not necessarily a bad thing, says Min Lew, a partner at Base Design. “The thing that I really wanted to bring over to the new one was a single story ‘a.’ I felt like there was a point of entry there to streamline a bit.” That change to one letter makes the entire logo friendlier by conveying a sense of conviviality. As the creator of the original typeface, he says designing for accessibility was a matter of paring down the letters. “The brief for this was that it be a little more friendly, and more approachable,” Olson says. This latest logo refresh could easily be seen as the next step in Facebook's efforts to prune its visual identity. It was designed for a desktop world and evoked a pixelated environment, which harmonized neatly with the Facebook of 2005-but seems dated in our mobile-first world. The original logo had squared-off letters and thicker strokes. Facebook started considering a new wordmark in 2013, eight years after Joe Kral and Cuban Council created the first one with a typeface called Klavika, from Process Type Foundry.
#Facebook wordmark update#
The point of the update unveiled Tuesday was to "modernize" the logo and "make it feel more friendly and approachable," creative director Josh Higgins told logo blog Brand New. The new blue wordmark keeps the favicon (that's the “f” icon you see most often), changes up the "a" and features a rounder, slimmer custom typeface that’s easier to read on small screens. You have to look closely to spot the differences. Well, it's not so much a new logo but more of a gentle tweak to the original.
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