STORIES

Designing our new company brand: Meta

PROCESS
CASE STUDIES
3 MIN TO READ
OCTOBER 28, 2021
Two people looking at the planet, Saturn, with the Meta wordmark above.

SUMMARY

A look into our new brand system, designed collectively by brand and product teams from across the company


An animation of the Facebook company logo transitioning into the Meta logo.

Designing for the future of social connection

Our company builds technology around people and their relationships because nothing beats being together. The metaverse is the next evolution of social technology — where you can share immersive experiences with people even when you can't be together in person, and do things together you couldn't do in the physical world.




In 2019, we started the journey of developing a company brand to be clearer with people when products are from Facebook. Now, with a new name, we can more clearly represent that the company is more than one product as we help bring the metaverse to life.



“Right now, our brand is so tightly linked to one product that it can't possibly represent everything that we're doing today, let alone in the future. Over time, I hope that we are seen as a metaverse company, and I want to anchor our work and identity on what we're building toward.”



-Mark Zuckerberg, 2021



    The Meta name

    We chose “Meta” because it can mean “beyond.” This next chapter is a future made by all of us that will take us beyond what digital connection makes possible today — beyond the constraints of screens, the limits of distance and even physics. For our company, Meta is a reminder that there is always more to build.



    The Meta symbol

    Unlike traditional brand design processes, we designed this symbol to live in motion and 3D. Drawn from a single line in space using our own Quest technology, the Meta symbol forms a continuous loop that works seamlessly between 2D and 3D contexts. It is designed to be experienced from different perspectives and interacted with. It can resemble an M for “Meta,” and also at times an infinity sign, symbolizing infinite horizons in the metaverse.

    The Meta symbol moving in a 3D space.
    An animation of the Meta logo moving dynamically to illustrate different orientations.

    The Meta symbol was designed to dynamically live in the metaverse — where you can move through it and around it. It can take on infinite textures, colors and movement, capturing the creativity and imagination of a 3D world. It was also important that the symbol take on a blue gradient and pull in the color of our core products, connecting our future to our company’s origins.


    An image of the Meta symbol illustrated in a spectrum of colors and textures.
    An animation of the Meta symbol taking on different colors and textures.

    The Meta wordmark

    The Meta wordmark was designed to be simple and effective in a wide range of applications — from the smallest in-app use case to the immersive world of the metaverse itself. The wordmark uses our company typeface that was introduced in 2019.

    An animation of the Meta wordmark.
    An image of the Meta HQ sign at 1 Hacker Way in Menlo Park, California

    Beyond today

    We’re proud of what we've built and are excited about what comes next as we move beyond what’s possible today. Welcome to Meta.

    An image of 5 posters ranging in colors and textures. One poster says, "This future will be made by all of us.”

    Design at Meta is for everyone who touches user experience and design.

    Whether you're a product designer, writer, creative strategist, researcher, project manager, team leader or all-around systems-thinker, there's something here for you.

    Subscribe to Design at Meta
    Get updates on the latest stories, job openings, tools and more from our design community.
    FacebookInstagramTwitterDribbbleMedium
    Instruction
    By signing up, you agree to receive emails from Design at Meta. Don't worry, if your inbox gets too full, you can easily unsubscribe anytime.
    All set! You'll hear from us soon.

    Design at Meta is a global resource for all things design, with specialized focus on Meta apps and technologies. We believe everyone is a designer, in some shape or form.