How the Meta rebranding and Facebook’s new logo could change the business


Reactions to the rebranding

Some see the rebranding from Facebook to Meta as an abstraction and a distraction from the current intrigue surrounding the powerful company. Facebook as a brand has been in decline in the public eye as whistleblowers such as Frances Haugen have made allegations that Zuckerberg and his team mismanaged the company.

Facebook as a brand embodies the shortcomings of today’s Internet, where the lines of data and privacy have been severed and the credibility of information and institutions has been tarnished. Fairly or not, Facebook has been blamed for turning disinformation into a weapon in a way that has unraveled social cohesion, hampering fair elections and public safety, including the spread of COVID-19 plots. These are issues that will not go away cleanly in a rebranding.

“The biggest problem Facebook faces is the lack of consumer confidence in its larger purpose,” said John Weiss, co-founder and partner of creative agency Human Design. “And rebranding as Meta only reinforces consumer fears that Facebook only cares about itself. Each service they mention under this new umbrella brand has more to do with entertainment-oriented services that would seemingly disconnect humans from reality even more than it addresses actual consumer concerns about the brand. “

Not everyone was impressed with the rebranding, the redesigned logo, or the overall look of Facebook turning into a Meta.

“I think the rebranding is unfortunately poorly planned, executed and branded. The logo is generic and the concept of the infinity symbol seems first generation, like a first idea that we usually leave out before sharing with a client.” said Mario Natarelli. , managing partner of the brand consultancy firm MBLM. “The name is fine, but the typography is simple and mundane. As a business entity that sits above consumer apps, the name and logo are harmless but still not suitable for a trillion business. of dollars .”

Chris Ross, brand, innovation and technology analyst at Gartner, said Facebook’s rebranding will come under close scrutiny regardless of the company’s decision. “With any rebranding, name, new company, color scheme, typography, voice, it’s all going to be under the microscope.”

Read: Brands respond to Facebook name change on Twitter

Zuckerberg’s motivations

In an interview this week with tech blog Stratechery, Zuckerberg identified that one of the motivations for the rebranding was Facebook’s relationship with Oculus. Oculus, now Quest, is one of the most prominent Facebook products for the Metaverse, where it competes with game companies like Sony PlayStation and Microsoft Xbox to create a virtual world that is compatible with headsets. As Facebook’s social media users age, the business needs to attract the young people who will inhabit the metaverse. The Facebook brand was a drag. In 2020, Oculus players rebelled when Facebook made VR devices depend on Facebook login accounts for access.

“In terms of the experience of people connecting to Quest with Facebook, that’s not the direction we’re going to go in the future,” Zuckerberg told Ben Thompson of Stratechery. “The feedback we received on this was one of the things that made me feel a sense of urgency that we needed to make people have a different brand relationship with the rest of the world. company as the Facebook application. “


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