FacebooK: company Brand Identity

Facebook started as a single app. Over the course of fifteen years, the company grew to offer a suite of products that help people connect to their friends and family, find communities, and grow businesses. In order to better represent the diversity of products we build, establish distinction from the Facebook app, and communicate our purpose in the world, we developed a company brand identity that was distinct and yet supportive of the larger Facebook ecosystem and the community of 2.87 billion people who use those products and services every day.

Inspired by how our company builds products, we designed a process to learn, prototype and iterate quickly. We began by building a collective understanding of our company, conducting listening tours with employees and the people and businesses who use our products. We then brought together people from across the company to design and work together. We explored three creative territories, uniting around one final concept inspired by the potential of people when they can come together. We refined the brand system by working with designers across the company to ensure it performs in product, hardware, marketing and physical spaces.

We continue to be inspired by the communities and people who use our products every day. The brand system was born out of a commitment to clarity, empathy and creating space for people and their stories to shine through.

Following the completion of the brand elements and guidelines, I produced a series of three global photo shoots to populate a library of over 300 photos and 6+ strings of video that bring the new company art direction to life. This content was featured across our social channels, websites, in press releases, and at the 2020 World Economic Forum in Davos among a number of other placements.

To be true to our community of users and what the company brand embodies, the featured talent consist only of real people - not actors or models - who have used Facebook company platforms to do incredible things for their communities and businesses.

Agency: Creative Experiences, Facebook + Saffron Brand Consultants

Awards and Nominations:

  • The One Show ADC Awards 2020 - Merit Award Winner: Branded Photography (Single)

  • The One Show ADC Awards 2020 - Merit Award Winner: Branded Photography (Series)

  • The One Show ADC Awards 2020 - Merit Award Winner: People Empowered (Series)

  • Communication Arts Design 2020 - Shortlist: Integrated Branding

  • Communication Arts Photography Competition 2020 - Shortlist: Advertising

  • Communication Arts Photography Competition 2020 - Shortlist: Institutional

  • Communication Arts Photography Competition 2020 - Shortlist: Unpublished

Facebook 2019.