The new Facebook company logo is upper case to distinguish its from the lower-case logo of its Facebook app. Image credit: Facebook Facebook CMO on logic behind new company brand
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The new Facebook company logo is upper case to distinguish its from the lower-case logo of its Facebook app. Image credit: Facebook 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","iv":"99f3cc39f4c8aa7367712e0818dcb3f1","s":"95e54e94508e99c9"}