Facebook Brand
A refreshed brand identity system for Facebook, elevating the most iconic elements of the brand and unifying how it comes to life from product to marketing, anchored in a bolder core blue.
Highlights of the Facebook brand identity system. Via Design at Meta.
Overview
With around two billion people opening Facebook each day, its identity has to work everywhere at once, in the app, in marketing, on every surface. This was the first phase of a refreshed identity system, focused on effortless, self-initiated exploration and a more consistent brand across every touchpoint.
Working alongside brand, product and engineering, I helped prototype how the refreshed system, the logo, the expanded blue palette, the motion, the redesigned Reactions and iconography, comes to life in the product, so the whole team could see and feel it in a working experience rather than a static spec.
Three drivers behind the refresh
A bolder, electric, everlasting logo and wordmark, familiar yet dynamic, built in the custom Facebook Sans typeface for stronger legibility.
One coherent brand expression across every touchpoint, so what you see in an ad matches what you feel in the app.
A comprehensive, vibrant color range anchored in core blue, with tones and contrast ratios optimised for accessibility.
A rebuilt iconography system with more dimension and emotion in Reactions, legible and expressive at any size.
Prototyping a brand in motion
A brand refresh isn't only marks and colors on a page, it's how the logo animates, how a Reaction springs to life, how the new palette moves through the interface. Prototyping let the team feel the motion and behaviour of the system in a realistic product context, and pressure-test how the refreshed identity held up across real screens before rollout.
Strong partnership between product, brand strategy, brand design and engineering was what drove cohesion across the whole system, and prototypes were the shared artefact that made that collaboration concrete.