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It will appear across Facebook-owned platforms and services.

Facebook has rolled out its new corporate identity that has been “designed for clarity.” The plain all-caps corporate logo will appear across all Facebook products.

It will differentiate the corporate entity from the social networking app, which will continue to be the familiar blue with white lower-case “f” and “facebook.” The new logo will appear across Facebook-owned platforms and services like Messenger, Instagram, WhatsApp, Workplace, Portal, Oculus and Calibra.

The author comments that surveys indicate that while marketers are well aware of Facebook’s portfolio, many consumers are unaware that platforms like Instagram and WhatsApp are owned by Facebook. The piece further states that, with this move, the company doesn’t seem to be shying away from its dominance given the antitrust scrutiny against it.  

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