Brands like to speak as if they are the subjects of their own brainstorming sessions. News Corp was arguably the first company to adopt the iterative design process to produce a single image (or “meta” image) of its brand, creating an image that echoed the newsprint evocative image of a newspaper. As a result, users understood the brand and identification, as well as the role it played in public life. Facebook users may not get to interrogate their brand, but they need to be able to identify what it is.
So, of the following slideshow, which is the best embodiment of the “Facebook brand”? None of the 3,373 frames make the final cut. That’s because our social media users focus on only the meta. What we see most of is a lightbox simply composed of various Facebook-themed graphics – the lightbox and status update that lead the project. No distractions, and hardly any set up. The meta speaks to the pages. It talks about the platform as they stand, and it tells the story of how they are stacked. I think the best one represents it.
The top lit up to tell the story of Facebook’s new logo.