a logo can be a metaphor for a company and serve as a physical manifestation of its values. It’s easy to forget that redesigning the Facebook logo isn’t just about updating it and presenting it as something that feels more modern and contemporary. At its core, the inspiration behind this redesign isn’t simply aesthetics. I’m inspired by the aesthetics in a way. The experience on Facebook is mostly curated by engineers. The things that matter are people-focused and are and did serve to elevate our community. My other goal in making this piece was to re-contextualize the Facebook logo in your mind using the prototype. This isn’t about me. This is about the experience you get from it. And I really wanted to simplify and make it more appealing to me. Before the prototype was made, the name and number of a few years ago. I don’t believe that we live in a physical world anymore. I don’t think that a logo will do anymore than algorithms or friends. Designing this piece was really a signpost on a journey of embracing what the physical world and culture can be. It has to be something that is fresh and exciting. I think of it as a metaphor for a company and its values. Can it feel responsive? Can it feel like a living, breathing, people-driven brand? Can it feel more human? Do the colors let you in? Does it project human emotion? Does it say something about the humanity of this company? Can it trigger a better memory than Facebook? Does it evoke positive emotions? What does it look like? For me, this piece has a very different feel from most brands. It feels different from the Facebook app or brand on your desktop or on the web. It feels different from the Facebook iPhone app. It feels different from the VR Facebook app. It feels different than Facebook Messenger. It’s not just a service you log in to; it’s everything. The worst thing you can be is the graveyard for brands or a logo that feels stuffy or doesn’t convey their values. That’s not something I want for the brand.