A tale of two rebranding efforts

Two significant rebrandings were just revealed. One is admirable and a welcome refresh. The other is confounding and seems conflicted.

First, the favorable rebranding effort by Microsoft, in the form of an all-new logo for Edge to accompany a major overhaul of its web browsing product next January.

New Microsoft Edge broswer logo
Source: The Verge

The new logo provides a breath of fresh air, signifying a new beginning for what’s been a solid but not very successful web browsing client. The design moves significantly from the “e” defining the Edge and Internet Explorer logos, and adopts a sweeping blue and green theme as opposed to a stale, monochromatic blue.

Now, the rebranding that’s puzzling, while also simultaneously projecting a sense of human touch and corporate chest-pounding. It’s Facebook’s new corporate logo, all caps, and a variety of transformations in color and animations.

New Facebook corporate logo
Source: Facebook

They’re also applying the all-caps word mark in the context of human interactions and experiences, meant to help soften Facebook’s hard reputation as a tech giant.

The new branding is meant to define the corporate identity of Facebook, and will be applied into its products including the Instagram, WhatsApp, and Facebook apps. Interestingly, the Facebook logo for the app will remain as is, and used alongside the new corporate branding. Confusing? Certainly!

Clearly, Facebook is using the new branding to help improve its image, while at the same time conveying a message to us, and government regulators that it owns these brands and isn’t letting them go.

For perhaps some further insight, check out the interview with their CMO on the new branding initiative. It’s rather bizarre, to say the least.