Facebook adds more corporate branding to Instagram, WhatsApp

Facebook owns Instagram and WhatsApp, and wants everybody to know it.

The social media giant has created new corporate branding and a new logo for Facebook to distinguish Facebook the corporation from the company's popular social network with the same name.

The new logo — which is the word "Facebook" spelled out vs. the white or blue "f" Facebook has used for years — will appear in places like the login screen and the settings page of Instagram and WhatsApp. Facebook began this effort earlier this year when it added "Instagram from Facebook" and "WhatsApp from Facebook" to both apps, but the new branding makes the message even more pronounced.

The point is to ensure that people who use those products know they're owned by Facebook, said Chief Marketing Officer Antonio Lucio.

"All the research that we've had from Generation Z and millennials was all very emphatic as to they need to know where their brands come from," Lucio said. "We needed to be more transparent with our users in showcasing that everything is coming from the same company."

Lucio said most people don't know that Instagram and WhatsApp are Facebook-owned — he cited a Pew research study that found only 29% of Americans knew Facebook owned both apps. When people find out, Lucio claims it improves that person's perception of Facebook as a company.

"When they know, the overall appreciation for the Facebook family actually grows," he said.

That tarnished reputation also means that while aligning WhatsApp and Instagram with Facebook might improve the company's overall image, it could have an adverse affect on some of the brands.

Lucio said associating Facebook with Instagram makes "no difference" on how a user feels about Instagram. That same association, though, negatively impacts users' perception of WhatsApp, primarily because the messaging app pitches itself as a safe, private place for communication. Facebook's track record on privacy is not very good. "There is a little, let's call it brand tax, on the messaging apps like WhatsApp," Lucio said.

Lucio said a re-brand like this could take five to 10 years to catch on, and that Facebook will accept a brand hit on WhatsApp because it's committed "long term."

He also said Facebook discussed other ways to distinguish the parent company from its core social network, but decided against changing the company name. They didn't want it to look like Facebook was trying to run from the problems associated with its brand. "It would have been perceived as disingenuous by the rest of the world," Lucio said. "We want to step up and deal with what we have to deal with."

The branding effort is representative of a larger shift happening inside the company. Chief Executive Mark Zuckerberg has been pulling the different aspects of Facebook's empire closer together in recent years. Instagram and WhatsApp, for example, once operated very independently, but the co-founders of both companies have left in the past 18 months as that autonomy started to fade.