Overall, the Meta logo fits stylistically with Facebook’s suite of brands and feels just close enough, while also standing on its own. The accompanying wordmark is clean, modern and unassuming. The color blue is associated with trustworthiness and is used commonly in corporate branding. The element that ties Meta to Facebook is color-the familiar blue from the social platform is used in the “M” mark. The 3D aspect ties in with Meta’s move toward a “Metaverse,” or virtual world, and the accompanying logo animations add depth and movement to the brand. At times an “M," at times an infinity loop, the mark is successful in appearing tech-based while being made up of organic shapes. Meta’s brand page states that they created the Meta symbol to live in 3D and motion, to be experienced from varying perspectives. With the amount of baggage now tied to the name, Meta has taken steps to “move beyond” and shed that identity for a new one.
Perhaps in the past, Facebook was the right name for the parent organization because it brought with it the fame and weight of their most popular platform. The intelligence that Meta prioritized profit over the well-being of its users has prompted a host of questions about the lack of transparency in how Meta handles user data and the lack of regulation of the Facebook platform. The timing of this rebrand cannot be ignored, as it is likely the name change is part of a strategic approach to distance the company from the recent negative headlines and legal scrutiny associated with the name “Facebook.” Setting the parent organization up as something distinct from the apps they own helps to separate any future endeavors from Facebook-related criticism.Įarlier this year, former Meta employee and whistleblower Frances Haugen shared internal research that revealed potential harm the social media platforms cause for their users, including political polarization and mental health issues among teenage girls who used Instagram. The word “meta” has several meanings, but the definition the company cites as their inspiration is “beyond” i.e., moving beyond limitations into the future. “They can’t walk away from the social network with a new corporate name and talk of a future metaverse.The parent company of social media platforms Facebook, Instagram and WhatsApp, previously known as Facebook, Inc, has announced a new name-Meta-alongside a new brand and visual identity. “Facebook is the world’s social media platform, and they are being accused of creating something that is harmful to people and society,” she said. Marketing consultant Laura Ries told the AP that the move is reminiscient of energy company BP rebranding itself to “Beyond Petroleum” to escape criticism that it harmed the environment. “Without a doubt, is definitely damaged and toxic,” he said. Prashant Malaviya, a marketing professor at Georgetown University McDonough School of Business, told Reuters that the plan to phase out the name Facebook shows that the company wants to prevent scrutiny on the rest of its apps.
The social media company has also been accused of allowing high-profile users to violate its own rules aimed at moderating content. In India, the revelations have put Facebook under the scanner for influencing elections and not doing enough to deal with hate speech and misinformation on the platform.
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Former Facebook employee-turned-whistleblower Frances Haugen leaked a series of documents and accused the company of putting “profits over safety”. However, experts say the move appears to be an attempt by the company to refurbish the brand as it faces a series of public relations crises. “From now on, we are going to be metaverse first, not Facebook first,” he said. The Facebook chief executive officer said that the existing brand could not “possibly represent everything that we are doing today, let alone in the future”, and this needed to change.
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